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Text of BBDO SF SXSW Recap

  • 1. This is what theweather was like

2. What we ate 3. We didnt sleep 4. Digital LabSXSW 2011 TrendsMarch 25, 2011 5. The reason people love their parents is because they lovedyou first. Brand should consider the metaphor and give to their customers before asking things from them - Gary Vaynerchuk, Author/Entrepreneur 6. What are we going to talk aboutConvergence of Offline/Online Advertising TransmediaGamificationEvolution of Purchase Decisions Emergence of Micro-communities Actionable Analytics 7. #Convergence of Advertising 8. The mobile phone acts as a cursor that connect the physicaland digital worlds together - Marissa Mayer, Google VP Consumer Products 9. What it means for innovationThe convergence of offline and online user experience hasbeen evolving for years, but now we have hit a criticalmass, where things that were first characterized as trends have become integral in our daily lives 10. Source: Christina White/SapientNitro. Thin Is In: The Future of Digital Wallets. SXSWi 2011 11. What it means for usThere is no longer a difference between an online andoffline identity, relationship, and experienceWe need to find opportunities to leverage this convergence by creating an experience that can provide utility aligned with the reality of todays consumer 12. #Transmedia 13. Transmedia is inherently about creating culture - James Milward, Secret Location Producer 14. What it means for innovationTransmedia is about bringing storytelling to multiple platforms Using the right platform to extend the story Its not a marketing gimmick Good marketers know how to tell good stories 15. Source: Barbara Vance. Transmedia Storytelling. SXSWi 2011 16. What it means for us Story is the most importantThe key is to connect the story with valuable content and have it make sense to be in multiple platforms cannot make a commercial just becauseIt should make sense to have a presence online vs. TV spot 17. #Gamification 18. The last decade was the decade of the sociallayer, now the game layer is coming-Seth Priebatsch, SCVNGR Chief Ninja 19. What it means for innovationGaming started as something only niche audiencesunderstood, but location-based services took game mechanics mainstreamThe game layer is being integrated in companies today, likeGroupon turning coupons and promotions into a challenge 20. Game User Journey Come Bring Comeand Try It FriendsBack 21. What it means for us We can integrate game mechanics into work we do to increase user engagement and loyaltyGame design patterns are flexible and can be tested, measured, and optimized to create the right type ofactionWe should be careful when designing rewards as they have become so prevalent that users expect them and onlyengage when there is high pay-off 22. Evolution of #PurchaseDrivers 23. Every two days now we create as much information as wedid from the dawn of civilization up until 2003 - Eric Schmidt, Google CEO 24. What it means for innovationWe need to help consumers through the clutter, byoffering relevant content in the right contextCurate user experiences based on preferences,location, and influencers in their networks 25. Type of ContentPersonal SocialGlobal 26. What it means for us Knowing that consumers are inundated by content, we have to engage with consumers inthe right context and provide a real utilityThe right context can be created by tapping intotheir preferences, location, and influencers networks 27. Emergence of #Micro-communities 28. Mainstream is nothing anymore. Mainstream is whatever you are interested in.- Felicia Day, Writer/Actress of web series The Guild 29. Source: Paul Adams/Google The Real Life Social Network V2 30. Source: Paul Adams/Google The Real Life Social Network V2 31. What it means for innovationThere is a recent boom in startups exploringconcepts related to small groups of friends and interests to enable consumers to connect in more meaningful ways 32. Micro-communities 33. Social Commerce 34. What it means for usFor our brands, we should look to connect with consumers around specific interestsAdding an authentic social good layer doesnt have to be partnering with a non-profit it can be something more core to your brand and users 35. #Analytics 36. Radical innovation requires both evidence and intuition: evidence to become informed, and intuition to inspire usin imagining and creating new and better possibilities.-Jane Fulton Suri, IDEO Partner and CD 37. What it means for innovationData can paralyze creativity and prevent companies from making any daring decisionsBut, they need it to show the value of campaignsand learn about what not to do next time 38. The Local Maxima ProblemSource: Joshua Porter/Performable Metrics Driven Design SXSWi 2011 39. Consumer Usage AnalyticsAcquisition ConversionEngagementSatisfactionSource: Joshua Porter/Performable Metrics Driven Design SXSWi 2011 40. What this means for usKey steps in metric-driven design Identify business objectives Map out the user journey Identify core metricsTest, measure, and optimize 41. Key Trends from SXSWConvergence of Offline/Online Advertising TransmediaGamificationEvolution of Purchase Decisions Emergence of Micro-communities Actionable Analytics 42. What makes big ideas into a brand? Big ideas are like trains people have to want to go that way. The big promise is that it belongs to everybody who wants it.- Tim OReilly, OReilly Media Founder