SXSW 2011 Recap

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Upon returning from 2011 South by Southwest Interactive (SXSWi) event in Austin, TX Tarah Feinberg and Mark Silva of Anthem Worldwide provided this recap to the company. In this presentation we also do a bit of deeper dive assessment of emerging companies/platforms based on the information we were provided, an experiential audit and a briefing matrix we apply for our practice. You can follow Tarah on Twitter @TarahFO and Mark @MarkSilva

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<p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>SXSW 2011Real Branding Emerging Platforms</p> <p>Insights &amp; Takeaways</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>WHAT STOOD OUT?</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>KEY TRENDS &amp; THEMES GeoSocial</p> <p> Abundant 3rd party Foursquare API innovation (reminiscent of Twitter) Recommendations (food, events, etc.) Nightlife &amp; Dating</p> <p> Gamification Transmedia Photo Sharing</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>LEADERS (BY TWEETS)</p> <p>http://tcrn.ch/hSsZ2J</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>STANDOUT BRANDS</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>BEST PARTIES &amp; EVENTS Foursquare plays foursquare at PepsiMax lot all week 140 Characters Conference (#140conf) cocktail party Startup RV SimpleGeo Foursquare official party Foursquare/PepsiMax Big Boi concert Hashable/Groupme Party Crowdtap launch party (Mr. Youth) Big Bang Bordello Party with True Ventures and Tunehopper </p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>THE APP WARS</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>THE PEOPLES CHOICE: BEST 24 APPS AT SXSW 2011</p> <p>Instagram 65%Foodspotting 65%Addieu 44%Foursquare 43%Yobongo 41%Hashable 38%WalkIn 37%GroupMe 36%Uber 36%Situationist 36%GroundLink 36%Neer 35%IntoNow 34%SWAGG 33%Fast Society 31%Skifta 26%Hurricane Party 26%Grouped{in} 25%Beluga 24%SCVNGR 23%HeyWire 23%Whrrl 22%Kik 16%Gowalla 13%</p> <p>Per Opinionaided, free iOS survey app</p> <p>Source: http://bit.ly/jhRVgO</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>OVERVIEW Group messaging application</p> <p> Text Calling Share photos &amp; location in chats</p> <p> Branded groups around entertainment and other commercial properties Create as many groups as you want Avoid SMS fees if using data Free</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>EMERGING PLATFORMS VETTINGTeam/stability &amp; values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media Created in May 2010 </p> <p>at TechCrunchs Disrupt Hackathon</p> <p> Over $11M in funding: betaworks, SV Angel, First Round Capital, Lerer Ventures &amp; angels</p> <p> Co-Founder Steve Martocci formerly of Gilt Group and Tumblr </p> <p> powered by Twilio Won Best Group </p> <p>Messaging App at SXSWi</p> <p> Hundreds of thousands of registered users</p> <p> Over 1M SMS/day Need specifics: # regular users User demos Engagement w/ </p> <p>branded groups</p> <p> Users invite friends Tap into brand-</p> <p>relevant categories, events &amp; conversations</p> <p> Reach extremely social, trendsetting early adopters focused on telling social groups whats worth paying attention to</p> <p> Branded groups Conversational Brand awareness &amp; </p> <p>engagement</p> <p> No charge for branded groups yet</p> <p> Few brands on platform yet</p> <p> Conversational, entertainment-focused platform ignites network effect</p> <p> GroupMe has partnerships with major events (e.g. Lollapalooza) &amp; is receiving a great deal of press</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>GROUPME LEAD THE GROUP MESSAGING PACKGroupMe was the clear winner.</p> <p>Beluga got a bump from the FB acquisition.</p> <p>*Analyze this with caution - based on Twitter data</p> <p>http://tcrn.ch/dMmdNN</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>ASSESSMENT Benefits:</p> <p> Good UI &amp; functionality Works seamlessly with SMS if user doesnt </p> <p>have app/data service Great value to user if data service </p> <p>available</p> <p> Recommendation: Consider testing effectiveness for clients</p> <p> Tap into existing GroupMe events/partnerships</p> <p> Curate/promote relevant conversations</p> <p> Drawbacks: Most useful at large events with many </p> <p>activities Member list not intuitive if using SMS Like email reply all, generates unneeded </p> <p>messages to whole group</p> <p> Main Competitors: Beluga (owned by Facebook) Fast Society Party &amp; dating apps (e.g. Hurricane Party)</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>OVERVIEW Social location-based gaming platform for mobile phones Players participate in digital challenges (scavenger hunts) through real world activities Earn virtual rewards (badges) LevelUp: Earn real world rewards (discounts &amp; deals) Free</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>EMERGING PLATFORMS VETTINGTeam/stability &amp; values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media Launched in July </p> <p>2010 Over $15M in funding $100M valuation Founder, Seth </p> <p>Priebatsch, is a serial entrepreneur who began founding companies with international teams at 12 (received $1M funding at 17)</p> <p> Over 650 institutions are building experiences</p> <p> Over 1M registered users</p> <p> To be included as native app on 4G Sprint Android handsets</p> <p> Need specifics: User demos # regular users activity stats Engagement w/ </p> <p>and success of offers</p> <p> Over 20k locations with live deals</p> <p> Activity posted to FB &amp; Twitter</p> <p> Tap into brand-relevant categories, locations &amp; incentivize purchase decisions</p> <p> LevelUp offers businesses tiered loyalty scheme, incentivizing repeat visits </p> <p> Game Daily/regular deals Reach extremely </p> <p>social, trendsetting early adopters focused on finding deals, having fun and telling others about it</p> <p> Platform not saturated by brands yet</p> <p> Game &amp; deal-focused platform ignites network effect</p> <p> Scvngr is receiving a great deal of press</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>SCVNGR CASE STUDY: BUFFALO WILD WINGS</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>ASSESSMENT Benefits:</p> <p> Visionary, insightful, articulate leader Some proven results with businesses Earning = more meaningful incentives </p> <p>than coupons &amp; daily deals</p> <p> Recommendation: Build a test challenge on the platform with </p> <p>a retail client who shares the target demo Get familiar with user experience </p> <p>individually</p> <p> Drawbacks: Participants must download app Gamification is fun, but not regular part of </p> <p>daily activity for most LBS privacy concerns</p> <p> Main competitors: Foursquare Facebook Yelp? Groupon/Living Social (for deals)</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>OVERVIEW Mobile digital business networking &amp; relationship tracker Connect with people using Twitter name or email address Post and share who you meet with on Twitter Introduce contacts to each other Track who you connect with the most Discover new people by seeing who your friends are meeting Choose specific hashtags for different activities (e.g. #justmet, #beers, #raninto) Free</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>EMERGING PLATFORMS VETTINGTeam/stability &amp; values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media Launched private </p> <p>beta in June 2010 Over $4M in funding Founder, Michael </p> <p>Yavondite: Quigo, Altavista, Juno</p> <p> Streamlines business networking &amp; social interactions</p> <p> Digital media professionals</p> <p> Advertising/marketing professionals</p> <p> Need specifics: # users User demos # regular users activity stats</p> <p> Mentions posted by influencers to their networks</p> <p> Connect with other technophiles</p> <p> Act as trendsetter in industry</p> <p> Streamline connections &amp; follow-ups at industry events</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>HASHABLE SXSWI 2011 INFOGRAPHICGary V was the most hashed</p> <p>Most active type: Founders (27%) </p> <p>Most Active Hometowns:1. Boulder2. NYC 7. SF</p> <p>Peak Times: 12-3pm &amp; 7-10pm</p> <p>Full infographic: http://hashable.com/sxsw</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>ASSESSMENT Benefits:</p> <p> Streamlined, paperless way to share contact information</p> <p> Record of who you met where Automatically integrates connection </p> <p>messages from connected accounts (Foursquare, Twitter) when hashtags are used</p> <p> Recommendation: Use for individual needs if it adds utility Carefully consider when to post </p> <p>connections to other social networks</p> <p> Drawbacks: Participants must download app/visit site Some consider these hashtag </p> <p>communications spammy Competing with LinkedIn, so doesnt </p> <p>integrate Contact info usually incomplete</p> <p> Main competitors: LinkedIn Bump Plaxo</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>A VETERAN MAKES WAVES Explore</p> <p> Category Friends tips Popularity Distance</p> <p> American Express SXSW Partnership Users received automatic discount at POS with check-in </p> <p>and linked account</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>BRANDS @SXSW</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>NOISE&amp; SPAM</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>PEPSIMAX</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>FEDEX</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>CNN GRILL</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>UBER</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>CHEVY</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>AGENCIES</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>KEY TRENDS &amp; THEMES Utility Service Fit Entertainment Food Contests (especially the most Spammy) Free</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>OTHER HIGHLIGHTS</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>USING SXSW RESOURCES FOR GOOD...FAST</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>GAMESALADCreation: Drag &amp; Drop - no coding required</p> <p>Testing: on any iOS device</p> <p>Portfolio Management: Submit to App StoreMarketing material creation</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>KIIPReward gamers at point of achievement with tangible gifts </p> <p>Launched out of stealth April 11, 2011</p> <p>Currently discussing partnership opportunities for our clients</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>LIPTON NATURALS@Lipton Lounge directly across from Convention Center</p> <p>Conducted on-site interviews in Lounge &amp; around SXSW Music</p> <p>- generated original video series- amplified editorial content strategy</p> <p>Drove large FB Fan and Twitter follower increase</p> <p>Monday, May 2, 2011</p> <p>Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved</p> <p>SXSWI 2011: DIVE DEEPER Silvas Bubble or Bubbly? panel: http://www.youtube.com/watch?v=GWZLx8Zcvrg Shiv Panel: http://www.youtube.com/watch?v=Xb9Kby9_NBQ PepsiCo Video w/ Silva &amp; Lou Kerner: http://www.youtube.com/watch?v=nuFuS3dWGzE Brisk Panel: http://www.fastcompany.com/1743284/sxsw-2011-pepsico-panel-with-danny-</p> <p>trejo Amazingly thorough, multi-media Storify account: http://bit.ly/fvtjZq Photostream from Foursquare engineer: http://bit.ly/fnH7k2 </p> <p>Monday, May 2, 2011</p>