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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
Transcript
Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved
SXSW 2011Real Branding Emerging Platforms
Insights & Takeaways
Monday, May 2, 2011
Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved
WHAT STOOD OUT?
Monday, May 2, 2011
Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved
KEY TRENDS & THEMES GeoSocial
Abundant 3rd party Foursquare API innovation (reminiscent of Twitter) Recommendations (food, events, etc.) Nightlife & Dating
Gamification Transmedia Photo Sharing
Monday, May 2, 2011
Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved
LEADERS (BY TWEETS)
http://tcrn.ch/hSsZ2J
Monday, May 2, 2011
Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved
STANDOUT BRANDS
Monday, May 2, 2011
Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved
BEST PARTIES & 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
Monday, May 2, 2011
Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved
THE APP WARS
Monday, May 2, 2011
Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved
THE PEOPLES CHOICE: BEST 24 APPS AT SXSW 2011
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%
Per Opinionaided, free iOS survey app
Source: http://bit.ly/jhRVgO
Monday, May 2, 2011
Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved
OVERVIEW Group messaging application
Text Calling Share photos & location in chats
Branded groups around entertainment and other commercial properties Create as many groups as you want Avoid SMS fees if using data Free
Monday, May 2, 2011
Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved
EMERGING PLATFORMS VETTINGTeam/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media Created in May 2010
at TechCrunchs Disrupt Hackathon
Over $11M in funding: betaworks, SV Angel, First Round Capital, Lerer Ventures & angels
Co-Founder Steve Martocci formerly of Gilt Group and Tumblr
powered by Twilio Won Best Group
Messaging App at SXSWi
Hundreds of thousands of registered users
Over 1M SMS/day Need specifics: # regular users User demos Engagement w/
branded groups
Users invite friends Tap into brand-
relevant categories, events & conversations
Reach extremely social, trendsetting early adopters focused on telling social groups whats worth paying attention to
Branded groups Conversational Brand awareness &
engagement
No charge for branded groups yet
Few brands on platform yet
Conversational, entertainment-focused platform ignites network effect
GroupMe has partnerships with major events (e.g. Lollapalooza) & is receiving a great deal of press
Monday, May 2, 2011
Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved
GROUPME LEAD THE GROUP MESSAGING PACKGroupMe was the clear winner.
Beluga got a bump from the FB acquisition.
*Analyze this with caution - based on Twitter data
http://tcrn.ch/dMmdNN
Monday, May 2, 2011
Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved
ASSESSMENT Benefits:
Good UI & functionality Works seamlessly with SMS if user doesnt
have app/data service Great value to user if data service
available
Recommendation: Consider testing effectiveness for clients
Tap into existing GroupMe events/partnerships
Curate/promote relevant conversations
Drawbacks: Most useful at large events with many
activities Member list not intuitive if using SMS Like email reply all, generates unneeded
messages to whole group
Main Competitors: Beluga (owned by Facebook) Fast Society Party & dating apps (e.g. Hurricane Party)
Monday, May 2, 2011
Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved
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 & deals) Free
Monday, May 2, 2011
Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved
EMERGING PLATFORMS VETTINGTeam/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media Launched in July
2010 Over $15M in funding $100M valuation Founder, Seth
Priebatsch, is a serial entrepreneur who began founding companies with international teams at 12 (received $1M funding at 17)
Over 650 institutions are building experiences
Over 1M registered users
To be included as native app on 4G Sprint Android handsets
Need specifics: User demos # regular users activity stats Engagement w/
and success of offers
Over 20k locations with live deals
Activity posted to FB & Twitter
Tap into brand-relevant categories, locations & incentivize purchase decisions
LevelUp offers businesses tiered loyalty scheme, incentivizing repeat visits
Game Daily/regular deals Reach extremely
social, trendsetting early adopters focused on finding deals, having fun and telling others about it
Platform not saturated by brands yet
Game & deal-focused platform ignites network effect
Scvngr is receiving a great deal of press
Monday, May 2, 2011
Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved
SCVNGR CASE STUDY: BUFFALO WILD WINGS
Monday, May 2, 2011
Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved
ASSESSMENT Benefits:
Visionary, insightful, articulate leader Some proven results with businesses Earning = more meaningful incentives
than coupons & daily deals
Recommendation: Build a test challenge on the platform with
a retail client who shares the target demo Get familiar with user experience
individually
Drawbacks: Participants must download app Gamification is fun, but not regular part of
daily activity for most LBS privacy concerns
Main competitors: Foursquare Facebook Yelp? Groupon/Living Social (for deals)
Monday, May 2, 2011
Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved
OVERVIEW Mobile digital business networking & 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
Monday, May 2, 2011
Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved
EMERGING PLATFORMS VETTINGTeam/stability & values Audience/demographic Distribution/pot. reach Engagement/connection Ext value/earned media Launched private
beta in June 2010 Over $4M in funding Founder, Michael
Yavondite: Quigo, Altavista, Juno
Streamlines business networking & social interactions
Digital media professionals
Advertising/marketing professionals
Need specifics: # users User demos # regular users activity stats
Mentions posted by influencers to their networks
Connect with other technophiles
Act as trendsetter in industry
Streamline connections & follow-ups at industry events
Monday, May 2, 2011
Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved
HASHABLE SXSWI 2011 INFOGRAPHICGary V was the most hashed
Most active type: Founders (27%)
Most Active Hometowns:1. Boulder2. NYC 7. SF
Peak Times: 12-3pm & 7-10pm
Full infographic: http://hashable.com/sxsw
Monday, May 2, 2011
Proprietary and Confidential 2011 Real Branding, Inc. All Rights Reserved
ASSESSMENT Benefits:
Streamlined, paperless way to share contact information
Record of who you met where Automatically integrates connection
messages from connected accounts (Foursquare, Twitter) when hashtags are used
Recommendation: Use for individual needs if it adds utility Carefully consider when to post
connections to other social networks
Drawbacks: Participants must download app/visit site Some consider these hashta
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