SXSW Interactive is an annual conference in Austin, Texas that focuses on emerging technologies. It is a place where brands launch new products and startups debut ideas to connect with funding. It is also where new technologies like Angry Birds are released. In 2012, the most talked about company was Nike, as it positioned itself as a technology company rather than just an athletic brand. Foursquare unveiled a new feature that built social sharing into its core location-based app. The conference showed that the lines are blurring between technology companies and other industries, and that creating useful experiences for customers that lead to behavior change will be key to building loyalty.

1. Stories from the Road
Tales from the SxSW Interactive Conference

2. What is SXSW?
http://www.flickr.com/photos/samsungusa/6988771523/

7. Dedicated Website

11. “But which agency provided the best
coverage of all the heady talks?... I think
Wunderman was the most
comprehensive.”

12. Notes from
SxSW

13. •
•
•
• Fundamentals
• Some shout outs

14. What’s the deal?
Why does it matter?
http://www.flickr.com/photos/kk/6826896474/in/pool-35034355638@N01

15. It’s a place where brands
launch new products and
services
http://demo.tracx.com/sxswinfographic/

16. It’s a place where
startups debut ideas
and connect with
funding
http://demo.tracx.com/sxswinfographic/

17. You also like “Words with Friends.”
I guess that’s good?
“Gives you a sixth “Fun & safe way to “Discover your hidden
sense” meet new people” connections”

18. It’s a place where the
new Angry Birds gets
released.
[ It’s a place where geeks lost
control over Angry Birds ]

19. Q: Who was the most talked
about technology company at
2012 SxSW?

22. NIKE as a
Tech Company

25. Add to
Culture

26. Add to culture

27. Add to
Drive
Culture
Culture

28. Add culture that leads to
useful marketing

29. Add culture that leads to
useful marketing

30. Add Culture that leads to Useful Marketing that
leads to Behavior Change

31. Add to culture that
leads to useful
marketing that leads
to behavior change

32. Drive culture that leads to useful marketing
that leads to behavior change

33. Behavior change
creates stories

34. Drive
Behavior change
Culture
creates stories

35. Behavior change
Drive
creates stories
Culture

36. Add to culture, don’t sponsor it.
Do it by providing marketing that is useful.
Doing so will create behavior change (and stories).

37. Q: Who unveiled the buzziest new
service by building social into the
center of their established
product?

41. Turning Content into Commerce?
More like turning Customers into Marketers

44. Sync &
Tweet

45. Earn a place
in line

46. Get your
Tickets

48. There was one place at SXSW that
was as old school as it was new
school

49. Navigating the
Tradeshow

50. It was
crowded

51. Talk to the right
51
person

52. Talking to customers
52

53. “We only do face to
face meetings”
53

55. A few more worth a
shout out

56. Homeless Hotspots:

57. Your excuse is over:

58. Click on the ad:

59. It’s Alive:

60. In conclusion
Convergence is over it’s about the blur
NIKE is Technology and AMEX is Social
These efforts were about Creating Action
That lead to behavior change
That will lead to loyalty