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1 | 20.03.2015
Ketchum SxSW 2015 Trend Report
March 2015
Ketchum
SxSW 2015
Report
10 trends for
brands
2 | 20.03.2015
SxSW, the annual music, film
and interactive conference
took place in Austin, Texas, US,
from 13 to 17, Mar...
3 | 20.03.2015
Content can’t and shouldn’t
ever be perfect. Instead, brands
should view it as a work in
progress, ever-evo...
4 | 20.03.2015
If you bombard your publics
with sales messages and ads,
they’ll turn away. It’s an obvious
point but one t...
5 | 20.03.2015
Live video streaming, a
relatively new genre of social
media, is hot. At the moment it’s
the apps such as M...
6 | 20.03.2015
Publishers are equipping staff
to be their own producers,
story writers and video
editors. Your iPhone is y...
7 | 20.03.2015
Publishers and platforms are
using dwell time as
measurement tool. Buzzfeed
and Super.Me both cited it as
a...
8 | 20.03.2015
Hiring and keeping the brightest
people is a challenge that
trickles down from top
employers. The solution ...
9 | 20.03.2015
As technology becomes
ubiquitous original human
voices and content cut through.
Automation has application ...
10 | 20.03.2015
Much of digital is transitory.
Publishers that make their
content available openly
help ensure its longevi...
11 | 20.03.2015
Brands need to stay on top of
algorithm changes if they
want to keep ahead of social
news feeds. Overhaul ...
12 | 20.03.2015
Brands inflate the importance
of personality over content
and context. Organisational
change is hard; real...
13 | 20.03.2015
Words &
pictures
by
With thanks to the Ketchum crew
Abby Guthkelch, Christine Dobbin, Ben Foster,
Andrew J...
14 | 20.03.2015
Stephen Waddington
Chief Engagement Officer
Ketchum
Mobile-No. +44 (0) 7771 851407
stephen.waddington@ketc...
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Ketchum SxSW Wrap Report: 10 Trends from Brands

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SxSW, the annual music, film and interactive conference took place in Austin, Texas, US, from 13 to 17, March 2015.

Here are ten trends for brands and consumers that we spotted.

For further information please contact me or head to the Ketchum SxSW hub ketchum.com/sxsw.

Published in: Business

Ketchum SxSW Wrap Report: 10 Trends from Brands

  1. 1. 1 | 20.03.2015 Ketchum SxSW 2015 Trend Report March 2015 Ketchum SxSW 2015 Report 10 trends for brands
  2. 2. 2 | 20.03.2015 SxSW, the annual music, film and interactive conference took place in Austin, Texas, US, from 13 to 17, March 2015. Here are ten trends for brands and consumers that we spotted. For further information please contact me or head to the Ketchum SxSW hub ketchum.com/sxsw. Trends from SxSW Here’s what we spotted
  3. 3. 3 | 20.03.2015 Content can’t and shouldn’t ever be perfect. Instead, brands should view it as a work in progress, ever-evolving, and iterative. It should evolve as the audience interacts and comments. It should be human and authentic. Christine Dobbin, digital strategist #1 Beta Work in progress
  4. 4. 4 | 20.03.2015 If you bombard your publics with sales messages and ads, they’ll turn away. It’s an obvious point but one that is frequently forgotten. Successful campaigns connect with their audience through content that appeals to us emotionally. It’s effectively art. Abby Guthkelch, head of digital, London #2 Creativity Blanded content
  5. 5. 5 | 20.03.2015 Live video streaming, a relatively new genre of social media, is hot. At the moment it’s the apps such as Meerkat that are getting the attention but that will be short lived as people find creative ways to put them to use for demos, first person video and live events. Stephen Waddington, chief engagement officer #3 Hot apps Streaming is sizzling
  6. 6. 6 | 20.03.2015 Publishers are equipping staff to be their own producers, story writers and video editors. Your iPhone is your mobile newsroom enabling content to be created and iterated quickly, responding to conversation on the social web. Andrew Jennings, associate director #4 Newsroom workflow Apps for the job
  7. 7. 7 | 20.03.2015 Publishers and platforms are using dwell time as measurement tool. Buzzfeed and Super.Me both cited it as an engagement metric. Facebook and YouTube’s algorithms both reward content that people watch. Brands take note. Abby Guthkelch, head of digital, London #5 Metrics Time as a content metric
  8. 8. 8 | 20.03.2015 Hiring and keeping the brightest people is a challenge that trickles down from top employers. The solution lies in continuous learning, but yet only four per cent of professional people are skilling- up for digital. Training is a huge opportunity. There’s almost certainly a skills shortage ahead. Brad Simon, online communications #6 Learning Train talent to tackle digital
  9. 9. 9 | 20.03.2015 As technology becomes ubiquitous original human voices and content cut through. Automation has application in modern marketing and public relations workflow but it is the enemy of social engagement. Brands are competing in social feeds, not with each other, but friends and family. Brad Simon, online communications #7 Human Robots move over
  10. 10. 10 | 20.03.2015 Much of digital is transitory. Publishers that make their content available openly help ensure its longevity. A community and third-party market helps develop and preserves the original intellectual property. Ben Foster, digital strategist #8 Digital archives Open drives conservation
  11. 11. 11 | 20.03.2015 Brands need to stay on top of algorithm changes if they want to keep ahead of social news feeds. Overhaul your content strategy as algorithms change. Schedule reviews to evaluate your community, and content management. Ally Mann, digital strategist #9 Algorithms Change is the only constant
  12. 12. 12 | 20.03.2015 Brands inflate the importance of personality over content and context. Organisational change is hard; really hard. Action needs to be straightforward. Think hard about messaging and your call to action. Jayshri Patel, account executive #10 Organisational change Easy does it
  13. 13. 13 | 20.03.2015 Words & pictures by With thanks to the Ketchum crew Abby Guthkelch, Christine Dobbin, Ben Foster, Andrew Jennings, Brad Simon, Ally Mann, Jayshri Patel, Stephen Waddington, and Tim Weinberger For further information about any of these trends please contact me or head to ketchum.com/sxsw.
  14. 14. 14 | 20.03.2015 Stephen Waddington Chief Engagement Officer Ketchum Mobile-No. +44 (0) 7771 851407 stephen.waddington@ketchum.com www.ketchum.com @wadds Contact

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