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SXSW 2011Real Branding Emerging Platforms

Insights & Takeaways

Monday, May 2, 2011

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WHAT STOOD OUT?

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KEY TRENDS & THEMES GeoSocial

Abundant 3rd party Foursquare API innovation (reminiscent of Twitter) Recommendations (food, events, etc.) Nightlife & Dating

Gamification Transmedia Photo Sharing

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LEADERS (BY TWEETS)

http://tcrn.ch/hSsZ2J

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STANDOUT BRANDS

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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

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THE APP WARS

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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

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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

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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

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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

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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)

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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

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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

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SCVNGR CASE STUDY: BUFFALO WILD WINGS

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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)

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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

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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

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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

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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 hashtag

communications spammy Competing with LinkedIn, so doesnt

integrate Contact info usually incomplete

Main competitors: LinkedIn Bump Plaxo

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A VETERAN MAKES WAVES Explore

Category Friends tips Popularity Distance

American Express SXSW Partnership Users received automatic discount at POS with check-in

and linked account

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BRANDS @SXSW

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NOISE& SPAM

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PEPSIMAX

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FEDEX

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CNN GRILL

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UBER

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CHEVY

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AGENCIES

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KEY TRENDS & THEMES Utility Service Fit Entertainment Food Contests (especially the most Spammy) Free

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OTHER HIGHLIGHTS

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USING SXSW RESOURCES FOR GOOD...FAST

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GAMESALADCreation: Drag & Drop - no coding required

Testing: on any iOS device

Portfolio Management: Submit to App StoreMarketing material creation

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KIIPReward gamers at point of achievement with tangible gifts

Launched out of stealth April 11, 2011

Currently discussing partnership opportunities for our clients

Monday, May 2, 2011

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LIPTON NATURALS@Lipton Lounge directly across from Convention Center

Conducted on-site interviews in Lounge & around SXSW Music

- generated original video series- amplified editorial content strategy

Drove large FB Fan and Twitter follower increase

Monday, May 2, 2011

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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 & Lou Kerner: http://www.youtube.com/watch?v=nuFuS3dWGzE Brisk Panel: http://www.fastcompany.com/1743284/sxsw-2011-pepsico-panel-with-danny-

trejo Amazingly thorough, multi-media Storify account: http://bit.ly/fvtjZq Photostream from Foursquare engineer: http://bit.ly/fnH7k2

Monday, May 2, 2011