SXSW Learnings

SXSW LEARNINGS

Griffin Farley 2012

PHASES OF THE WEB

Documents linked together. For brands this often meant copying and pasting their print marketing materials online. When we interacted with websites, we couldn’t interact with other people.

THE FIRST PHASE OF THE WEB

THE SECOND PHASE OF THE WEB

With the second phase we started seeing opportunities for interaction with others. Some websites had reviews, and ways to leave comments. Many brands added social network buttons to their existing site pages. This social behavior was bolted on.

THE THIRD PHASE OF THE WEB

We are now in the third phase of the internet where websites are being rebuilt around people. Social behavior is the key feature. It is not bolted on.

Don’t think about the social web as a set of features to add on to your existing site.

The social web is not about adding a “like” button or a “share” button.

Zynga, Facebook Photos and Etsy reinvented businessesby designing around people.

Think of the social web like you think of electricity. It’s always there poweringeverything else. Social behavior is the same: always there, motivating us to act.

QUICK TIPS

A CASE AGAINST THE TIPPING POINT

If you reach and influence the minority of influential people in society,they will in turn influence hundreds, thousands and even millions of others.

Much marketing in the last ten years has been focused on finding and seedingmessages with these “influentials.”

THE LAW OF THE FEW

This focus on “influentials” is mostly based on a view of how we want the worldto work versus how it actually works.

HOW WE WANT MARKETING TO WORK

15%of influencers

30%of conversations

85%of non-influencers

70%of conversations

Focus marketing efforts on lots of small connected groups vs. a few influencers

Our online world is catching up with our offline world.

People live in networks, they are not isolated, independent actors.Most decision funnel marketing is based on this.

For the first time in humanity, we can accurately map and measurehuman-to-human interaction.

DRIVING FACTORS BEHIND THIS

This will force a move towards Permission based marketing instead of Disruption/ Interruption based marketing

Move away from the idea of finding “influentials.”Celebrities can still drive behavior

We are all influential in different contexts. You ned to find everydaypeople who are passionate about what your brand does, and market to them.

They will go on to tell their friends.

Don’t focus on products, focus on interests.

QUICK TIPS

SOCIAL COMMUNITY MANAGEMENT

COMMUNITY MANAGEMENT EXPERTS

Interesting

Empathy for Others

Respect for the Brand

Contagious Passion about the Brand

COMMUNITY MANGER TRAITS

Can’t Train Judgement

THE SKILL YOU ARE BORN WITH

Disregard Resumes, Odd Backgrounds, Hire Interesting People

Their Attitude: Here I am and this is how I can add value

They need to be a reflection of their audience

They need to be an employee first, fan second

Nobody had success converting a fan into a community manager

HIRING A COMMUNITY MANAGER

Founders set the voice, early beta tester emails, letters from archives

Write a community credo (community manifesto)

Belonging to this community means what?

EDITORIAL VOICE

User of the Day

Real Life Events for Users to Attend

QUICK TIPS

START UP ACCELERATORS

ROCK STARS OF THE BUSINESS WORLD

THE NUMBER

A year ago their were less than 10 start up accelerators

Now their are more than 200

Next year their could be 1000

THE DEALS

If they accept you you get $6,000 per founder, max $18,000

Have to work out of the accelerator for 3 months

They get your product to the next phase (whatever that is)

They put you in front of Venter Capitalists and Angel Investors

QUICK TIPS

If you have an idea find a start-up accelerator that has done the following:

A history of funding

A network of mentors

An in-house team that can get your idea to the next phase

An accelerator that doesn’t take more than 6% equity