This presentation is a summary of ten themes that made an impact on me at SXSW Interactive in 2011.
The contents are broken into two sections:
1). Five themes relevant to marketers
2). Five themes that aren't so relevant but rock.
Feel free to contact me.
Talk given to Miami Ad School, Europe students on 15th August, 2013. By Simon Law, CSO at Fabric.
The embedded notes in the ppt aren't exactly what I said, but gives you some idea of content and meaning… What I actually said was obviously smarter, wittier and generally more compellingly informative and entertaining!
Venture capitalists are clamoring to throw cash at young companies, chasing the next big thing in mobile apps and social media. Recently, jaw-dropping valuations of Facebook, Groupon and Zynga have fueled buzz about a new tech bubble, but behind those billion-dollar behemoths is a new class of groundbreaking innovators:
GetGlue: CEO Alex Iskold discusses the impact of media check-ins on TV advertising and explains why the stickiest mix of rewards includes game mechanics, social interactions and good recommendations.
Crimson Hexagon: CEO Scott Centurino talks about how machine-reading of online sentiment can help marketers move beyond last-generation “buzz” tools and learn how consumers truly feel about brands and competitors.
BlueCava: CMO Dean Harris explores the practical implications of a new digital device behavioral registry that tracks machines instead of people, providing relevant and sequential messaging for brands without compromising consumer privacy.
PlacePunch: CEO Adam Steinberg explains why brands launching their own location-based marketing programs no longer have to agonize over the choice of channels. They can simultaneously manage Foursquare, Facebook Places, and Gowalla from the same dashboard.
Figment: CEO Jacob Lewis reveals why the company’s decision to spend six months beta-testing its new social network paid off – and what they learned by visiting schools, libraries and literary organizations across the country to speak with creative teenagers.
Subscribe to the NewsCred Blog: http://newscred.com/subscribe
NewsCred and Getty Images have joined forces to create a guide on how brands can incorporate visual storytelling successfully into their campaigns for maximum impact.
The full guide is available for download here: http://newscred.com/theacademy
Also check out the accompanying interactive microsite here: http://bit.ly/1uEqB27
Customer Experience Trends for 2017 that will influence how consumers want to...Chantel Botha
What experiences will customers demand from you in future? Lets look at the current trends and speculate about how people will meet their needs in future and how this will impact the design of your brand experience.
View more about what we do on www.brandlove.co.za
Email us hello@brandlove.co.za
Come to our trends workshop!
Trends Innovation Workshop - 14 Feb - Cape Town
http://www.brandlove.co.za/product/customer-experience-cx-trends-2017-beyond/
Trends Innovation Workshop - 16 Feb - Johannesburg
http://www.brandlove.co.za/product/2017-customer-experience-trends-innovation-workshop-johannesburg/
15 Startups to Watch in 2015 -2016 by Brian SolisBrian Solis
Digital analyst Brian Solis assembled a list of 15 startups he believes will stand out this year while also sparking new trends. From the sharing economy to AR/VR to 3D Printing to Messaging to Enterprise Collaboration and more, this list will help you see and appreciate top trends happening in Silicon Valley and around the world now.
Instabrand: The Rise of Visual Storytelling In A Content Marketing WorldChristian Adams
This is an eBook I wrote back in 2012 and a slide deck I put together in 2013 about Instagram. Cover photo is not displaying correctly because the original files was too large.
Talk given to Miami Ad School, Europe students on 15th August, 2013. By Simon Law, CSO at Fabric.
The embedded notes in the ppt aren't exactly what I said, but gives you some idea of content and meaning… What I actually said was obviously smarter, wittier and generally more compellingly informative and entertaining!
Venture capitalists are clamoring to throw cash at young companies, chasing the next big thing in mobile apps and social media. Recently, jaw-dropping valuations of Facebook, Groupon and Zynga have fueled buzz about a new tech bubble, but behind those billion-dollar behemoths is a new class of groundbreaking innovators:
GetGlue: CEO Alex Iskold discusses the impact of media check-ins on TV advertising and explains why the stickiest mix of rewards includes game mechanics, social interactions and good recommendations.
Crimson Hexagon: CEO Scott Centurino talks about how machine-reading of online sentiment can help marketers move beyond last-generation “buzz” tools and learn how consumers truly feel about brands and competitors.
BlueCava: CMO Dean Harris explores the practical implications of a new digital device behavioral registry that tracks machines instead of people, providing relevant and sequential messaging for brands without compromising consumer privacy.
PlacePunch: CEO Adam Steinberg explains why brands launching their own location-based marketing programs no longer have to agonize over the choice of channels. They can simultaneously manage Foursquare, Facebook Places, and Gowalla from the same dashboard.
Figment: CEO Jacob Lewis reveals why the company’s decision to spend six months beta-testing its new social network paid off – and what they learned by visiting schools, libraries and literary organizations across the country to speak with creative teenagers.
Subscribe to the NewsCred Blog: http://newscred.com/subscribe
NewsCred and Getty Images have joined forces to create a guide on how brands can incorporate visual storytelling successfully into their campaigns for maximum impact.
The full guide is available for download here: http://newscred.com/theacademy
Also check out the accompanying interactive microsite here: http://bit.ly/1uEqB27
Customer Experience Trends for 2017 that will influence how consumers want to...Chantel Botha
What experiences will customers demand from you in future? Lets look at the current trends and speculate about how people will meet their needs in future and how this will impact the design of your brand experience.
View more about what we do on www.brandlove.co.za
Email us hello@brandlove.co.za
Come to our trends workshop!
Trends Innovation Workshop - 14 Feb - Cape Town
http://www.brandlove.co.za/product/customer-experience-cx-trends-2017-beyond/
Trends Innovation Workshop - 16 Feb - Johannesburg
http://www.brandlove.co.za/product/2017-customer-experience-trends-innovation-workshop-johannesburg/
15 Startups to Watch in 2015 -2016 by Brian SolisBrian Solis
Digital analyst Brian Solis assembled a list of 15 startups he believes will stand out this year while also sparking new trends. From the sharing economy to AR/VR to 3D Printing to Messaging to Enterprise Collaboration and more, this list will help you see and appreciate top trends happening in Silicon Valley and around the world now.
Instabrand: The Rise of Visual Storytelling In A Content Marketing WorldChristian Adams
This is an eBook I wrote back in 2012 and a slide deck I put together in 2013 about Instagram. Cover photo is not displaying correctly because the original files was too large.
The role of instinct and intuition in creating stories that travelGavin Taylor
One of the impacts of the evolution of digital has been the increased intelligence around consumer behaviour. But has this reliance on data decreased the requirement for creative excellence? This presentation explores the tension between the use of data to inform the creative and the freedom of intuition.
*This is an image heavy presentation, so I have included notes to provide context*
BBDO Connect - The Importance of Storytelling When Building Your BrandBBDO Belgium
Most brands offer products or services comparable to what most competitors offer. Now every brand has landed a Facebook page, merely having one is no longer enough to differentiate. Having a great page still is. Great pages are mostly the work of great brands. Typical for great brands? Great content, great stories! With a focus on content and storytelling, every brand - big or small, love brand or a brand - can learn how to really differentiate. Come and discover how.
Best of SXSW 2017 - Speakers, Themes and LinksJung von Matt
SXSW 2017 - our 17 most favourite speakers, their themes and useful links curated by Jung von Matt's Digital Delegates Stefan Mohr, Christoph Korittke, Martin Wenk and Liane Siebenhaar.
Jung von Matt is one of Germany's Top Creative Agencies.
When you hire BuzzMaster you get a great audience interaction tool for your event or conference, AND a BuzzMaster who takes care of all the technical requirements while assisting the speaker or moderator on stage. That's a given. But what can you actually do with this winning combination? There are a lot of different options in designing your personalized set with your BuzzMaster. This eBook gives you a taste of all our different format possibilities!
Got 5 mins to kill and want to understand where you should be focussing your social media marketing skills?
LOOK NO FURTHER!
Get the kettle on, get your feet up on the desk and impress your colleagues when you recite 2015's biggest social media marketing related trends.
Enjoy. Love from us!
Uploaded here for the students in my digital communications and online PR workshops
Original document here http://www.mindshareworld.com/sites/default/files/Mindshare%20Trends%202017.pdf
PN London and a team of experts has been analyzing some of the key themes emerging from this year's SXSW.
For more information, please email Philip Honour on philip.honour@porternovelli.co.uk
This is the PowerPoint presentation I developed for the SPAA (Screen Producers Association Australia) Fringe event session titled 'Sponsor Generated Programming' (aka Branded Entertainment' which was held on 23 October 2010 in Sydney, Australia.
“Why Pint? We all take printing for granted. Perhaps it’s because print has been the world’s number one communications medium for so long we tend to overlook its impact and power. That oversight could be fatal to marketing campaign, a product launch, or a branding initiative this is trying to connect with people. People trust print. They feel comfortable using it. And they can’t fast forward past it. This guide to the persuasive power of print provides the top ten reasons why you should consider using print in your next campaign. It doesn’t have to be the only medium you use. But, you most definitely should consider print whenever you want to persuade, inform or entertain. Here are your reasons why…” -The Print Council www.theprintcouncil.org
Top Ten Reasons Why
*Print is for keeps.
*Print is portable.
*Print is interactive.
*Print drives a high ROI.
*Print is beautiful.
*Print plays well with others.
*Print is credible.
*Print puts them in control.
*Print is personable.
*Print is everywhere.
Admit it – you love the “Skip Ad” button on YouTube. You love to swipe your thumb past a Facebook ad. You love the option of installing ad blockers on your phone. And so does your customer.
By 2017, social network ad spending alone is expected to surpass banner ad spending for the first time. We are seeing an unprecedented rise in skippable ad formats that will drastically shift our approach to digital marketing over the next five years.
Join Chris Ferrel, digital strategy group head at The Richards Group, as he unpacks the skippable world of digital and how brands like Snapple, Mott’s, Sub-Zero, Wolf, and the Southeastern Conference future-proof their digital marketing strategies.
SXSW 2017
Our Skip Button Love Affair
Speaker: Christopher Ferrel
Digital Strategy Director
The Richards Group
Hyatt Regency Austin
Zilker Ballroom 1
March 14, 2017
11:00 AM
Primary Access: Platinum Badge, Interactive Badge
Secondary Access: Film Badge, Music Badge, Artist Wristband
Format: Solo
Event Type: Sessions
Track: Brands & Marketing
Level: Intermediate
How can you become more relevant to your audience? You can start by moving away from feature/function/data conversations and toward effective storytelling. We hear statistics. We FEEL stories. It's how we're hardwired as humans.
Curiosity Stop Special: Techcrunch Disrupt 2016We Are Social
Techcrunch Disrupt is where some of the world’s most game-changing technologies and tech innovations are first revealed. Didn’t get a chance to go? Fear not. We've identified six of the most interesting themes and talks from this year to keep you in the know of what’s going to be big over the coming months.
The role of instinct and intuition in creating stories that travelGavin Taylor
One of the impacts of the evolution of digital has been the increased intelligence around consumer behaviour. But has this reliance on data decreased the requirement for creative excellence? This presentation explores the tension between the use of data to inform the creative and the freedom of intuition.
*This is an image heavy presentation, so I have included notes to provide context*
BBDO Connect - The Importance of Storytelling When Building Your BrandBBDO Belgium
Most brands offer products or services comparable to what most competitors offer. Now every brand has landed a Facebook page, merely having one is no longer enough to differentiate. Having a great page still is. Great pages are mostly the work of great brands. Typical for great brands? Great content, great stories! With a focus on content and storytelling, every brand - big or small, love brand or a brand - can learn how to really differentiate. Come and discover how.
Best of SXSW 2017 - Speakers, Themes and LinksJung von Matt
SXSW 2017 - our 17 most favourite speakers, their themes and useful links curated by Jung von Matt's Digital Delegates Stefan Mohr, Christoph Korittke, Martin Wenk and Liane Siebenhaar.
Jung von Matt is one of Germany's Top Creative Agencies.
When you hire BuzzMaster you get a great audience interaction tool for your event or conference, AND a BuzzMaster who takes care of all the technical requirements while assisting the speaker or moderator on stage. That's a given. But what can you actually do with this winning combination? There are a lot of different options in designing your personalized set with your BuzzMaster. This eBook gives you a taste of all our different format possibilities!
Got 5 mins to kill and want to understand where you should be focussing your social media marketing skills?
LOOK NO FURTHER!
Get the kettle on, get your feet up on the desk and impress your colleagues when you recite 2015's biggest social media marketing related trends.
Enjoy. Love from us!
Uploaded here for the students in my digital communications and online PR workshops
Original document here http://www.mindshareworld.com/sites/default/files/Mindshare%20Trends%202017.pdf
PN London and a team of experts has been analyzing some of the key themes emerging from this year's SXSW.
For more information, please email Philip Honour on philip.honour@porternovelli.co.uk
This is the PowerPoint presentation I developed for the SPAA (Screen Producers Association Australia) Fringe event session titled 'Sponsor Generated Programming' (aka Branded Entertainment' which was held on 23 October 2010 in Sydney, Australia.
“Why Pint? We all take printing for granted. Perhaps it’s because print has been the world’s number one communications medium for so long we tend to overlook its impact and power. That oversight could be fatal to marketing campaign, a product launch, or a branding initiative this is trying to connect with people. People trust print. They feel comfortable using it. And they can’t fast forward past it. This guide to the persuasive power of print provides the top ten reasons why you should consider using print in your next campaign. It doesn’t have to be the only medium you use. But, you most definitely should consider print whenever you want to persuade, inform or entertain. Here are your reasons why…” -The Print Council www.theprintcouncil.org
Top Ten Reasons Why
*Print is for keeps.
*Print is portable.
*Print is interactive.
*Print drives a high ROI.
*Print is beautiful.
*Print plays well with others.
*Print is credible.
*Print puts them in control.
*Print is personable.
*Print is everywhere.
Admit it – you love the “Skip Ad” button on YouTube. You love to swipe your thumb past a Facebook ad. You love the option of installing ad blockers on your phone. And so does your customer.
By 2017, social network ad spending alone is expected to surpass banner ad spending for the first time. We are seeing an unprecedented rise in skippable ad formats that will drastically shift our approach to digital marketing over the next five years.
Join Chris Ferrel, digital strategy group head at The Richards Group, as he unpacks the skippable world of digital and how brands like Snapple, Mott’s, Sub-Zero, Wolf, and the Southeastern Conference future-proof their digital marketing strategies.
SXSW 2017
Our Skip Button Love Affair
Speaker: Christopher Ferrel
Digital Strategy Director
The Richards Group
Hyatt Regency Austin
Zilker Ballroom 1
March 14, 2017
11:00 AM
Primary Access: Platinum Badge, Interactive Badge
Secondary Access: Film Badge, Music Badge, Artist Wristband
Format: Solo
Event Type: Sessions
Track: Brands & Marketing
Level: Intermediate
How can you become more relevant to your audience? You can start by moving away from feature/function/data conversations and toward effective storytelling. We hear statistics. We FEEL stories. It's how we're hardwired as humans.
Curiosity Stop Special: Techcrunch Disrupt 2016We Are Social
Techcrunch Disrupt is where some of the world’s most game-changing technologies and tech innovations are first revealed. Didn’t get a chance to go? Fear not. We've identified six of the most interesting themes and talks from this year to keep you in the know of what’s going to be big over the coming months.
Our 2016 Social Media Survival Guide provides the What, Why and How to succeed this year, with a look at the Three Core Pillars of Social Media – Data, Creative & Amplification.
Navigating the Metaverse: A Journey into Virtual Evolution"Donna Lenk
Join us for an exploration of the Metaverse's evolution, where innovation meets imagination. Discover new dimensions of virtual events, engage with thought-provoking discussions, and witness the transformative power of digital realms."
In this issue of WIN World Insights, we bring you the basics of the latest technological trends. Because, when you begin to understand them, you realize how they will hugely
impact our businesses, our lives and our future.
Here's the hard truth about marketing: your customers are better at it than you. Over the past decade, marketers perfected content creation, but as a result, things got a lot more competitive for businesses and a lot more crowded for buyers. So while creating content is still your best and cheapest strategy, it should no longer be your only strategy. That's where your customers come in. Learn more.
Metaverse Marketing: Games and Virtual Worlds in Product PromotionSebastian Küpers
Analysts tell us that the market for in-game and virtual world advertising is expected to grow by a factor of ten in the next five years. But this is still a new frontier and marketers are confused about what's required to reach audiences in these worlds and what they can expect from investing in this area.We'll look at the most common and the most creative approaches to reaching these cyber-citizens, highlight common pitfalls, and discuss how to measure the effectiveness of these programs.
Here's the recap of my in-class presentation for the 9th session for the (2009) "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). On March 23 we got granular and talked about Data, but not just on obsessive detail. Instead, we focused on the idea that data can help propel better stories, more effective media and more useful technology. Many thanks to Patty Henderson from Magnet360 for stopping by to share her perspective; and a big thanks to Chris Wexler and Kristen Findley for sharing their links and resources. Please note the Creative Commons license. Thanks.
The Future of Advertising: How brands can embrace miraculous new technologies...Leo Burnett
Leo Burnett Worldwide and Contagious Magazine present Wildfire, a look 60 months into the future to offer a head-start on the most significant technological innovations that they believe will redefine how brands connect with people.
Wildfire explores how technology might be empathetically applied to the natural cadence of our daily lives in order to make routine activities and behaviors more streamlined, meaningful or entertaining. This is a future where brands are ideally positioned to create the kinds of small and vital wonders that we soon won't imagine being able to live without.
For those not familiar with South by Southwest (SXSW) is a 10 day conference with 3 focus areas around film, interactive and music festivals that take place every spring (usually in March) in Austin, Texas. Attached is a 2011 SXSW 2011 Review from an agency owner perspective on what take aways are worth learning about and what Apps are worth checking out.
New Era. New Opportunities.
Devastating in so many ways, it cannot be denied that the pandemic has also been deeply transformative, accelerating new ways of living, working and thinking across almost every layer of our lives. Social is no exception.
At Punch, we’ve seen explosive growth in areas like intimate live social events, tutorials, workshops and shoppable content, as brands seek to add value to their customers’ lives and form deeper, longer-lasting connections with their followers.
Where the past decade has seen us confronting the more challenging aspects of social, things like data privacy, mental health and politics, 2021 has given us plenty of exciting signals that point towards a new era of social that starts right now – Web 3.0. With new opportunities coming at brands left, right and centre, we’re about to see a deep shift, with creators and innovators taking the reins and decentralising the power held by the big blue platforms since the mid-noughties.
In this report, we naturally discuss the emerging vision of the metaverse. The metaverse represents huge opportunity for brands; for some, early adoption might prove to be a key strategic investment. But the metaverse isn’t what excites us at the moment (sorry Zuck). With revolution in the air, we want to know what the underdogs are doing: the tech dreamers, the NFT kids, the creators. As creators become more and more valued for the central role they play in making social a fun place to be, we are already seeing examples of individuals breaking away and building their own niche communities. Whether they start to take large swathes of the larger platforms’ audiences with them remains to be seen. What can brands learn from their thinking – and how can we forge better and more creative partnerships? This is the big question of 2022.
Certain trends from last year, notably s-commerce and live video, are back for another year. The challenge with video is how to leverage new tools and techniques to create video content at scale in fresh, creative and authentic ways. We’re also starting to see audiences being actively rewarded for their loyalty and engagement, with highly-creative community managers and efficient and proactive customer service teams. Web 3.0 is unfolding; a bolder, fairer and more democratic digital playground where creativity and loyalty trump all. As user numbers grow and platforms and audiences mature further, budgets are likely to shift towards a combination of acquisition AND driving loyalty and retention.
“Community” is our key buzzword for 2022. Whether you’re getting in on the ground floor of branded NFT “moments”, exploring the hotter- and-hotter world of gaming, or investing more in cinematic video, success will depend on centring your community, acting thoughtfully and, as always, creating difference with mind blowing content and standout campaigns.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
1. SXSWi This presentation was shared with BBDO / Proximity in April 2011 at the Digital Lab. It’s a summary of our experience down in the great city of Austin, Texas over SXSW Interactive in March 2011. If you would like a detailed summary of my personal experience check out a series of posts @ http://bit.ly/zach_sxsw
2. What is SXSW Interactive? Appropriately named “March Break For Nerds” - SXSWi transforms Austin Texas into the epicenter of interactive media, technology and experience. SXSW Interactive is a five day conference and one of three parts of the SXSW Conference, which includes a music and film component.
3.
4. How to make the best of emerging technology (not just the flashy stuff).
6. How to understand culture in this “digital world” so we can be relevant.SXSW is an incubator of what is to come. SXSW is inspiring and humbling. SXSW rocks.
7. How the SXSWi conference works. Digital is a broad term that represents a complex world. SXSWi does a good job of taking a multidisciplinary approach at this “digital world”. Sessions fall into a number of categories including: Design / Business / Marketing / Video games / Technology / Great stuff happens at the intersection of these disciplines. SXSW is a lot to take in. There are over 80 sessions a day crammed into six time slots. Attending SXSWi is really a practice in the art of sacrifice. At any one time, there are at least four different topics you want to attend.
8. RELEVANT NOT SO RELEVANT We’re going to go through ten themes in this presentation that had an impact. Five are completely relevant to your marketing job and your clients’ business. You’ll be able to use any of these themes and look smart in a meeting this afternoon. Then we’ll go through five themes that aren’t so relevant to your job but are pretty awesome.
9. RELEVANT Let’s get into it. Section 1 Themes from SXSWi that are relevant to your job today.
10. If you’ve read any summaries of SXSWi you are certainly aware ofgamification as a dominating theme this year. In short,gamification is the study of the video game experience, specifically the individual mechanism go into a video game. The intention is to understand the design of a video game experience and it’s ability to drive rich engagement. By understanding the levers that make video games a rich experience, one can apply these behavioural levers to interactive experiences that aren’t video games.
11. The idea ofgamification is nothing new. American Express has been using game mechanics for as long as I can remember. Think of the different levels of status that come with AE cards from Gold to Black. We’ll that’s a game mechanic.
12. A contemporary example that gets a lot of credit for adopting game mechanics is Foursquare. Foursquare was certainly not the first location based service, however, it was able to set itself apart from other location based services by creating a sticky experience with the use of points and badges. In other words, the gamification of location based services set Foursquare apart from the competition. Interestingly, Dennis Crowley from Foursquare suggested that people shouldn’t think of the service as a game. Hm.m, if you want more information do a search.
13. So why do we care? Well grasshopper, the answer lies a video game’s ability to create very immersive experiences. People spend a terrifying amount of hours playing video games and for what? The answer doesn’t lie in the “ask” of the game, for example “growing the biggest farm” (Farmville) or “killing all the pigs” (Angry birds). The answer rather lies in the mechanics or design of the video game experience. In other words, it’s not the end but the means. Given marketing is no longer about what brands say, brands are now focused on “doing” and that “doing” includes creating experiences. And it’s not enough to just create an experience, brands need create amazing experiences. Gamification helps achieve that goal.
14. Here’s a brand (albeit shallow) example of gamification mechanics used by Molson. It pretty much adopts the same strategy as Foursquare and I wouldn’t be surprised if the Molson idea was a direct lift from the location based service. In short, Molson had badges aligned with seizing the summer. You did something like have a campfire and you’d get a badge for it. The idea is that people would want to collect all the badges and let their respective networks know when they achieved any of them. Check out the video if you’d like more details.
15. Video game mechanics can be applied to any form of experience. Seth Priebatsch from SCVNGR explained how the education system could be designed with game mechanics to encourage participation and engagement. You can learn more about his presentation by going onto the SXSW website. A majority of the sessions are recorded.
16. Here’s an example of another form of game mechanic. You can see how this mechanic could be applied to any experience. Pretty straight forwards huh? You can find a massive list of game mechanics by doing a search query for SCVNGR GAME MECHANICS.
17.
18. There’s no such thing as above and below the line. Marketers, we need to get over this imaginary divide. Content does not live in isolation. We can no longer think in silos. As long as you are able to connect to the Internet, mobile devices provide a digital layer over everything.
19. One thing marketers should note is that television is not dead. Now the race is on to see who can augment and enhance the TV viewing experience. Ask yourself, how can online data and interactivity bring the television viewing experience to the next level? What will a social overlay look like and what’s the experience? How can narratives expand through digital channels? How could gaming change engagement with the television medium?
20. The History Channel isn’t crazy. They understand no barrier exists between the “digital world” and the “real world” which is why they developed a presence on Foursquare that realizes the potential of data ubiquity. By being “friends” with the History Channel on Foursquare, a user is able to receive interesting historical facts specific to their check in location. This seems like a no brainer and a perfect fit for the brand. Notice howHistory Channel isn’t pitching anything?
21. American Express also did a good job on Foursquare. As people check in to different locations, AMEX offers exclusive deals based on particular check in locations. Once again, you have to be friends with AMEX to receive this information. For example, I could check into Stubb’s BBQ and because I’m friends with AMEX, I might receive at 2 for 1 coupon that I wouldn’t have otherwise known about. Simple value.
22. The ubiquity of data is not limited to geographic locations or mobile devices. Inanimate objects are increasingly connected to the “cloud”. For example, this refrigerator can bring up recipes, call your friend or order milk. The point you need to take away is that everything that surrounds you, everything that you touch, will somehow be connected to digital data and services. Now think about what you could do with everything from a pencil to a branded experience.
23. This should scare the shit out of you if you are a marketer. Traditionally, our job has been to get in between people and their content. This was true during the period of traditional media and people are applying the old rules to our contemporary media environment.
24. It’s time to ask yourself: are you leeching off the Internet or are you contributing to it? If you are still supporting pre-rolls, you are getting in between people and the content they want to enjoy. Not only are people not listening to your message, your tactics garner no credibility and likely solicit frustration.It’s time to get our of the way and start thinking as a publisher. What content or experiences are you creating that people actually want to enjoy?
25. If we think of ourselves as publishers then we must ask ourselves what content and which experiences are relevant to our audience? Take for example, The Creators Project by Intel and Vice. In short, this project celebrates creativity and provides a number of resources for artists. It’s a winner because Intel is able to communicate their values & pitch product while bringing something of value to their audience. If purchased media space disappeared today, how would you be relevant?
26. Here’s another example of marketing that creates value while acting like a publisher. Coca Cola partnered with Maroon 5 to create a 24 hours experience that consisted of writing a crowdsourced song with band. There’s no doubt that this experience is brought to your by a big bad brand but the marketing ultimately creates a mutually beneficial relationship for the brand and the audience.
27. The online space is moving away from social based graphs and towards interests based graphs. In other words, connections online are being created based on what interests us as opposed to who we know in “the real world”. Although social graphs will continue to be important, we expect to see a proliferation of services that connect people on their interests.
28. Lists on Twitter is one way to look at this trend but it’s just the beginning. Beluga, Group Me and Foursquare are contributing to this transformation and they were a “big deal” at SXSWi. For example, using Foursquare in the future, you could join groups like “Toronto First Time Moms” and get served tips, stores and deals relevant to this audiences’ needs. You might not know the other moms but you’re going to build networks with them based on aligning interests. For marketers, our job is about to get a whole lot harder as our audiences become super fragmented and our tactics have to provide tremendous value.
29. Instagramis another example of a movement from a social graph to an interest graph as people are meeting and connecting with one another based on the interest of photography. Mobile devices and apps have accelerated this trend as we can now connect far more easily with those that share our hobbies.
30. This trend is both a challenge and an opportunity for marketers. On one hand, it’s an opportunity because we can speak directly to specific interests and audience mindsets. The amount of data generated is astronomical. On the other hand, it’s a challenge because our mass audience is now fragmented into a multitude of groups. In order to be welcome and effective within these respective communities, we will need to become extremely granular in our efforts and understand what value we bring to these respective micro communities.
31. You are entering the Age Of Relevance. Your online data trail is going to make the Internet serendipitous by generating content it thinks you will find relevant. It’s kinda like the creepy ways Google serves up ads based on what’s in your emails but now it pertains to all content. There’s a dark side to this trend and privacy will certainly continue to be an issue. Nevertheless, we’re going to witness data being leveraged to make the online space a richer, more relevant experience. How do you take an abundant amount of information, a rich social network and provide relevant information to your audience?
32. You Will This Another way to look at this trend is the idea of “personalized serendipity” or “unexpected relevance”. This poses a number of challenges because providing “contextually relevant information” changes all the time based on context. For example, on Thursday afternoon I might be more receptive to content about weekend partying however I might not be interested in receiving that information on Monday at lunch. That’s an easy one – now think about the effect of emotions on relevance.
33. An example of Contextual Discovery could be part of Foursquare’sfuture plans. The idea is that based on past check ins and tips, Foursquare will be able to make recommendations that would match your preferences. It’s kinda like Amazon for the world at large.
34. I found this graph on Mashable and it does a good job at highlighting the different platforms that speak to Contextual Discovery across the axis of: POPULAR – PERSONALIZED SERENDIPITY I SEARCH.
35. Here’s a quick summary of the five relevant themes from SXSWi we explored. If you have any questions, feel free to email me at zachklein.1@gmail.com Next, we’ll go through ideas that I found interesting however they might not be particularly relevant to a marketer’s day to day job.
36. Section 2 Not so relevant things I learned at SXSWi but they still rock.
37. The idea of "biomimicry" is certainly not new. For much of the past decade, the notion of borrowing engineering solutions from the natural world has inspired architects, industrial designers and others.
38. A really neat example is a project Nissan is currently working on. They are essentially trying to figure out a “cure” for traffic by exploring the idea of “swarming cars”. In short, they are studying the movements of schooling fish. Schooling fish follow ultra-simple mathematical rules to ensure that they never collide with each other when swimming in schools. By studying this algorithm, the people at Nissan hope to develop an automobile navigation system that applies their learnings from schooling fish. After all, most traffic is cause by bad drivers and “group think”
39. Here’s another example – the Namibian Beetle. This little creature lives in a very arid environment where water is scare. In order to harvest water, the beetle crawls to the top of sand dune during the evening and radiates heat from its shell. The heat was garnered from the sun during the day. As a result of the radiating heat and cool night air, water condenses on the shell and the insect is able to drink. The shell is built in such a way that its surface holds onto water well. Engineers can look at this system and develop architectural designs that are better suited for a desert environment.
40. There’s more of this great stuff online. Check out this TED session.
41. Clay Shirky, a prominent supporter of social media and social technologies argued that social media in isolation cannot be revolutionary. In short, social media allows people to organize at a level that was only once possible by governments. Social media is a tool for change, however, it is not the sole driver to change. Shirky argues that you need a strong, organized community behind social media in order for change to be meaningful.
42. Just ask the people of Sudan. When the Sudanese government was feeling pressure from neighboring revolutions, they organized a preemptive strike. Using Facebook, they started a protest against themselves. When people came to protest, patty wagons were waiting for them. Essentially, the government set them up. Shirky argues that Sudanese protesters lacked the organizational infrastructure behind the flashy tools discussed in the media.
43. Shirky introduced the idea of the Dictators Dillema, which states that the internet is such a pervasive part of peoples’ lives that if the ruling party blocks certain sites or simply turns the whole thing off their plans will backfire, angering protesters further and therefore making matters worse for the ruling parties. In other words, if you turn the Internet off, you’ll make enemies. If you leave the Internet on, you’re giving protesters the ability to organize.
44. NUI stands for Natural User Interface. In short, it is the means by which we engage with computer spftwareand other technology. For many years, the mouse was the leading form of computer NUI and we are now evolving into other forms: Touch – ipods and ipads Gestural – Microsoft XBOX Kinect. Thought – the future* We’ll focus solely on Thought NUI.
45. “The future is here, it’s just not well distributed.” Thought NUI is a reality of our contemporary world however it is restricted to certain sectors, mainly medical. There are approximately 80 000 people who have implants in their brands to alleviate conditions like dystonia and Parkinson’ Disease. Other people are getting RFID chips implanted in their skin so they can unlock their cars or homes. Although this is not Thought NUI it’s setting precedence for technological implants.
46. Which raises a few interesting ethical questions like: Singularity – As technology advances, individuals becoming equal to one another. For example, if all humans are connected to the Internet through chips in their brains and have access to the same amount of information, what will make us different? What are the repercussions on society? This is a well discussed topic with many tangents so I’d recommend looking into it if you are curious. Transhumans – Humans are becoming more like computers and computers are becoming more human. What happens if we evolve into one species. How will we feel when computers are smarter than us? Again, lots on this too…including this awesome flick.
47. The proliferation of the digital world is forcing us to redefine our environment, particularly sovereign borders. Are you aware of the implications of this change?
48. Traditional geographic partitions and sovereign borders are becoming increasingly obsolete with the evolution of the online world and the data that moves through cyberspace. This online world does not operate according to the same channels & rules as the sovereign world. We need new models for sovereignty & data but what does that look like? This session made the point that borders are merely imaginary and it’s in social dialogue that they become “real”. We have the ability to redefine our surroundings in ways that benefit us. Check out Walking through Walls operations conducted by the IDF.
49. A Google patent spoke to the increasing ambiguity of borders. Apparently, Google is developing data servers in the middle of the international waters. A quick search on Google will reveal this project. Who owns this data? Which sovereignty is responsible for ensuring the proper use of this information? Scary.
50. I’ll wrap this up quickly with a point from Marc Ecko’s presentation on Creating AWEthentic Connections. The next slide is a summary of an “equation” that was shared during the session. Marc decided he’d take a shot at putting numbers towards abstract ideas.
51. Here's how he suggests you evaluate a Unique Voice. Action, the great equalizer: Action = 100 (doing) Actionless= 0.1 (talking) Fear: Fearless = 0.1 (manifests itself as saying things that have physical consequences) Fearful = 100 (being completely fearful arrests you from being yourself) Self: Selfless = 0.1 // Selfish = 100
52. Here’s what we reviewed in Section 2. I hope you found this presentation valuable. If you have any questions you can reach out to me @Zach_ary or zachklein.1@gmail.com Thank you for your time.