SXSE@iris: Our take on SXSW 2014

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the next 2 hours

SXSW distilled

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@davidcaygill @benessen

@deemac99@Fourie_duPreez

There are so many amazing things in the

universe. don’t be distracted by things

that are not.

“

”

the insights that matter

Dr Neil deGrasse Tyson, Astrophysicist, Cosmos

changeat the rate of moore’s law

Participation brands visibly enhance the flow of people’s lifestyles.

lifestyle hacks#1 practical magic

lifestyle hacks#2 habituality

lifestyle hacks#3 material quality

Confidential © 2014

the team1. 21st century content craft2. Future of social is collaboration3. Brands as digital anthropologists4. Living in an automated world5. From design to de$ign6. Hardware / Software / Wear7. Innovation at the edges8. Your next billion customers

21st century content craft

21st century content craftA cyberpunk tech war is

coming. not for your

pocket, desktop or living

room. but for how you

experience reality.

“

”John Brownlee, Fast Company

algorithmic journalism

algorithmic journalism works

50m+ unique visitors per month

75k av Facebook Likes per post

380m page views from 100 posts

5m minutes daily watching

perfecting curiosity gaps

brand collaboration through native advertising

entertaining mobile brand utility

extraordinary digital storytelling

extraordinary digital storytelling

rebooting the news

rebooting cookery!

rebooting the news

the rise and rise of short form video

next generation internet

next generation virtual reality for brands

key takeouts

3. Foster a culture of content craft

2. Make content that POPS

4. Re-imagine immersive brand experiences

1. Craft for the ‘curiosity gap‘

The future of social is collaboration

collaboration

activeoutput orientated

social as means to end

connection

passiveinput orientated

social as end in itself

a new social paradigm

CREATIVE COLLABORATION

TECHNOLOGY

COLLABORATIVE ECONOMY

access over ownership peer to peer

more like real lifehuman & authentic

CREATIVE COLLABORATION

TECHNOLOGY

COLLABORATIVE ECONOMY

The next frontier is to make asynchronous communication as

seamless as real time conversations

“

”

From ‘connection’ to ‘collaboration’

Stephen Kim, Global Creative Solutions, Microsoft / Skype

share desktop surfaces with illumishare

MIT Scratch programme

collaborative programming

for kids

brand participation through collaboration

key takeouts

1. Design for access as well as ownership

2. Identify the passionate peers in your category3. Create the tools to enable collaborative

creativity4. Focus your social use on productive output

brands as digital anthropologists

stop doing digital

marketing and start

doing marketing for

the digital age

“

”

brands as digital anthropologists

Ben Malbon, Dir Strategy, Google Creative Labs

the inequalities of participation

harness superfans to fuel participation

Being anonymous & private is the ‘new social’

brands stepping out into digital culture

brands stepping out into digital culture

brands stepping out into digital culture

the way we communicate is evolving

a growing universal visual language

collaborative social experiences through entertainment

key takeouts

1. Let superfans in to fuel participation

2. Be honest and creative when entering new spaces

3. Get fluent in new visual vocabularies

4. Mobilise communities through creative collaboration

software > hardware > Wear

software > hardware > Wear15 years' time computers will be

more intelligent than we are and

will be able to understand what

we say, learn from experience,

make jokes, tell stories and even

flirt.

“

” Carl Bass, President & CEO of Autodesk Inc, The Robot Revolution.

the race has changed

ubiquitous embedded computing

perceptive computing

perceptive computing

sci-fi as a business plan

health as a tech toy

ultra specific wearables

wearables as controllers

wearables as controllers

do we still need single use devices?

Data Capture

Lifestyle context

Behavioural prompt

Measurement

Enhancement

from quantification to qualification

giving customers a privileged perspective

key takeouts

1. What role do you play as tech wraps around your consumer?

2. How can you activate actionable health and fitness?

3. What data do you need to do more for your consumer?

4. How do you help your audience improve themselves?

living in an automated world

“

”

Brands in an automated world

12 Ahead

brands can be the

connective tissue

between real people

and technology

new times and a new class of consumer

human api

using artificial intelligence as ‘sense makers’

enhancing your life with automation

gamifying participation

big data hubrisSource: Gartner / IBM, 2014

the promise of predictive marketing Source: Gartner / IBM, 2014

reverse engineering hollywood ource: Gartner / IBM, 2014

key takeouts

1. Start designing for an automated world

2. Find extraordinary auto enhance brand moments

3. Embed motivation core drivers into experiences

4. Harvest data for predictive patterns

From design to DE$IGN

“

”

visual everything

we must change our mindset about design

and designers

Maria Giudice, Innovator and Author, Rise of the DEO

“

”

design everything

we must change our mindset about design

and designers

Maria Giudice, Innovator and Author, Rise of the DEO

design is the glue that connects the brand

visual

product experience DE$IGN

commercial

From design to DE$IGN

1. design = ALIGN A DESIRED OUTCOME WITH A USER’S INTEREST

2. design = informed iteration

3. design = insight driven persuasion

4. design = craft

design = change

from ceo to deo:change agent

facilitatoriterates

key takeouts

1. Make Design the glue for your brand

2. Make your Design process commercial

3. Align the user’s interests with the brand’s

4. Add some Design thinking to your day to day

Your next 1 billion customers

Oxfam: African advertising campaign is helping to dispel negative stereotypes

AFRICA’S MIDDLE CLASS HAS TRIPLED OVER THE LAST 30 YEARS

class attendance climbed to 95%

43% of kenya’s $40 billion GDP flows through M-pesa

3 key take-outs

Understand the context of the market then you will seethe opportunities to innovate

Develop exciting value propositions that are relevant for the audiance

Adapt your approach to mobile to suit the technologies available

innovation at the edges

Where does innovation happen in your organisation?

R&D Centre in leeds? Marketing meeting?

when different kinds of people meet

18c internet culture

Innovation at the edges

True discovery happens in a

very undirected way, when

you figure it out as you go

along

“

”Joi Ito, MIT Media Lab Director

learn by doing

re-imagine the tools you need

make social sawdust

Two life saving machines

point of use technology + global logistics

social growth strategies

key takeouts

3. Embrace new opportunities and pivots

2. Lower the barrier of experimentation

4. Create byproducts from your process

1. Find collaborations in your network

THANK YOU

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