The document summarizes 10 major themes that were prominent at the 2012 SXSW conference. These included transmedia storytelling, brands acting as content companies, brands developing APIs, the growth of big data, the continued importance of apps, issues around intellectual property law for social media, the need for brands to pivot or change direction quickly online, newsjacking and real-time content, brands outperforming startups, and a need to simplify the digital space.

1. ten BIG THEMES
THAT OWNED SXSW this year
For more coverage visit sxsw.360i.com.

2. Exec summary // top themes
1. Transmedia storytelling
2. Brands acting like content companies
3. Brands as APIs
4. Big data getting bigger
5. Apps still matter to people
6. Intellectual property law in the social space
7. The ‘Pivot Point’ in digital
8. Newsjacking + real-time content
9. Brands stealing the show from startups
10. The collective need to simplify digital
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3. one // TRANSMEDIA
STORYTELLING + THE NEW
BRAND NARRATIVE
Multi-platform storytelling, specifically as it
relates to social TV, was one of the buzziest
topics in Austin this year. Networks like Bravo,
USA Network and IFC are leading the way as
apps like Shazam, Miso and GetGlue continue
to attract new users.
360i.com // @360i

4. two // BRANDS ACTING LIKE
CONTENT COMPANIES
Marketers are realizing that the ‘if we
build it, they will come’ model won’t work
in today’s consumer-driven landscape.
Brands need to provide real value to
people in social spaces, and one of the
biggest ways they can do this is by
curating & creating compelling content.
360i.com // @360i

5. three // BRANDS AS APIs
Technology has afforded brands with a
huge opportunity to create one-to-one
relationships with consumers. On the
bleeding edge of this trend are brands that
are turning themselves into platforms,
capturing rich data and allowing
developers to creatively mold it into new
experiences (i.e. Nike+).
360i.com // @360i

6. four // BIG DATA getting
bigger
The wealth of data offered by digital is at
once powerful and overwhelming. Data and
data visualization will continue to be hot
trends in the interactive space – how can we
collect, capture and communicate data in a
way that’s valuable and actionable? At SXSW,
Foursquare CEO Dennis Crowley said this
very question is what drives his company.
360i.com // @360i

7. five // APPS STILL MATTER
TO PEOPLE
While there was no clear breakout star in the
app world at SXSW this year, it was very
clear that people continue to rely on apps
for utility and entertainment. Some of the
most buzzworthy in Austin were Highlight,
Sonar and Draw Something.
360i.com // @360i

8. SIX // intellectual
property law in the
social space
When will the law catch up to social media? As
brands try to stay more culturally relevant, all
parties – from legal counsels to community
managers – will need to be clear on what’s
permissible and what’s not.
360i.com // @360i

9. seven // THE ‘PIVOT
POINT’ IN DIGITAL
What do we mean by ‘pivot point?’ It’s
that moment in time where one must shift
direction in order to accomplish an initial
planned goal. The idea of staying flexible
and open to change in digital was a
theme that resonated in sessions led by
big brands, startups and entrepreneurs
alike.
360i.com // @360i

10. eight // NEWSJACKING +
REAL-TIME CONTENT
Brands looking to capitalize on breaking news
or rapidly emerging trends are realizing that
the traditional model of content creation isn’t
always quick enough – or nimble enough – for
a real-time environment. As a result, they’re
implementing new processes and changing the
way they view content.
360i.com // @360i

11. nine // BRANDS STEALING
THE SHOW FROM STARTUPS
SXSW has traditionally been a coming
out party for the latest startup starlets,
but this year big brands were able to
cut through the clutter better than
anyone else. Look for more of the
same in 2013.
360i.com // @360i

12. ten // THE COLLECTIVE
NEED TO SIMPLIFY DIGITAL
No one ever said navigating digital would be
easy, and the intense rate of change brings
both challenges and opportunities for brands.
Emanating from Austin in 2012 was a
collective need to simplify digital – both on a
micro-level (user experience) and a macro-
level (how we view digital within the broader
marketing environment).
360i.com // @360i