SXSW  2012  Key  Notes  

 

27  April  2012      

I, Q

Social  Intelligence  Manager  and  Senior  Strategic  Planner,  DDB  Group  Sydney    

@jayjayquinlan    

james.quinlan@syd.ddb.com    

Tel:  +61  2  8260  2068  (direct)  

SXSW 2012 Video  

hQp://secretsoSheyoungandsavvy.com  

secretsoSheyoungandsavvy.com  

The  purpose  of  this  presentaVon  is  to  examine  the  five  key  macro  trends  and  10  sub-­‐trends  coming  out  of  SXSW  2012  (including  the  interacVve  and  music  components  of  the  fesVval).  Note  that  these  trends  should  not  be  seen  as  independent,  but  instead  become  more  powerful  when  combined.  

Contents

Macro  Trend    Sub-­‐Trends  

“Big  Data”      Data  Everywhere          Drowning  In  Data    

“Out  and  About”    SoLoMo          Ambient  LocaVon  

“Social  Consump8on”    MulVscreening          The  trend  of  trending  

“New  Interac8ons”    Mobile  only          Interface  design  

“Richer  Experiences”    GamificaVon            Content  markeVng      

“Listen up youngsters…no keynote, just key notes…”

Bruce  Springsteen  SXSW  2012  Music  keynote  speech  (calgaryherald.com)  

Macrotrend 1 “Big  Data”    

As  the  number  of  data  collec8on  points  increases  enormously,  capturing  informa8on  about  all  the  things  in  the  world,  including  us,  there  is  a  massive  opportunity  for  people  to  learn  about  themselves  and  organisa8ons  to  learn  about  their  customers  and  poten8al  customers.    

Sub-­‐trends      

•  Data  everywhere  •  Drowning  in  data  

Data Everywhere

Data Everywhere •  More  devices  than  ever  are  creaVng  more  data  than  ever  

•  Data  is  increasingly  available/required  in  real  Vme  

•  Humans  as  data  sources  via  wearable  technology  

•  Nike  Fuel  Lot  video  

ImplicaVons  •  More  data  means  more  opportuni8es  to  understand  people  

•  People  also  want  to  share  the  data  that  they’re  genera8ng,  especially  due  to  gamifica8on  

Drowning In Data

SpoVfy  (businessinsider.com)  

Drowning In Data •  Unlimited  choice  combined  with  limited  Vme  and  aQenVon  means  that  people  are  don’t  know  where  to  start  

•  CuraVon  from  trusted  sources  is  required  to  connect  people  with  content  that  is  meaningful  to  them            (private  networks  are  one  way  of  doing  this)  

•  Companies/brands  can  help  people  to  cut  through  the  noise  

ImplicaVons  •  Content  is  about  discovery,  not  difficulty  –  people  are  looking  to  connect  with  things  via  either  either  recommenda8ons  from  brands  that  they  follow  or  their  peers  

 Path  private  sharing  network  (shinyshiny.tv)  

Macrotrend 2 “Out  And  About”    

With  advances  in  technology  comes  a  change  in  focus  from  mobile  (which  focuses  on  devices  and  what  they  can  do)  to  mobility  (which  focuses  upon  what  the  technology  enables  us  to  do,  and  increasingly  where  and  when  we  can  do  it).    

Sub-­‐trends    

•  SoLoMo  •  Ambient  locaVon  

SoLoMo

Highlight  locaVon-­‐sharing  app  (digitalVmes.ie)  

SoLoMo •  SoLoMo:  Social  LocaVon  Mobile  •  SoLoMo  means  that  (potenVally)  three  Vmes  as  much  data  will  be  generated  

•  PotenVal  to  leverage  spontaneity  •  A  fourth  vector:  gamificaVon  

ImplicaVons  •  Beyond  focusing  on  social,  local  and  mobile  in  isola8on,  consider  how  we  can  combine  them  to  provide  more  relevant  content  and  value  to  people  

“Life  Is  Crime”  locaVon-­‐based  massively  mulVplayer  mobile  game  (stuffmideast.com)  

Ambient Location

newtechpost.com  

Ambient Location •  The  “geo-­‐locaVon  meetup”  •  Privacy  sVll  a  concern  –  but  may  disappear  if  the  uVlity  is  clear  

•  NarrowcasVng  –  to  a  select  group  of  people  instead  of  the  world  at  large  

•  Ability  to  interact  with  both  people,  objects  and  offers  

•  Sonar  video  

ImplicaVons  •  Brands  need  to  be  transparent  when  it  comes  to  which  data  they  are  broadcas8ng  to  other  people/users  

     

Sonar  –  an  app  that  shows  you  who’s  at  a  locaVon  and  why  they  maQer  to  you  (appadvice.com)  

Macrotrend 3

“Social  Consump8on”    

It’s  not  enough  to  consume  items  –  people  now  want  to  do  it  together,  sharing  the  experience  with  others  not  just  aSer  the  event,  but  during.    

Sub-­‐trends    

•  The  trend  of  trending  •  MulVscreening  

Trend Of Trending

Mashable.com  

Trend Of Trending •  CuraVon  plagorm  •  Real  Vme  data  •  Ability  to  see  what  others  are  interacVng  with  •  Ability  to  overlay  influence  

ImplicaVons  •  Trends  and  trending  are  another  way  for  people  to  “cut  through  the  noise”  and  find  content  that  is  meaningful  to  them  

 

New  York  Times  (lsatblog.blogspot.com)  

Multi Screening

Team  Coco  tablet  app  (briefmobile.com)  

Multi Screening •  MulV-­‐screening  is  a  behaviour  that  people  are  already  using  –  the  challenge  is  to  leverage  this  and  focus  it  so  that  people  are  mulV-­‐screening  the  one  acVvity  

•  A  recent  example  is  the  Team  Coco  tablet  app  (video)  

•  MulV  screening  can  be  used  before,  during  and  aSer  acVviVes  such  as  TV  

•  QuesVon  –  which  screen  is  now  the  “second”  screen?  

ImplicaVons  •  Consider  how  to  integrate  peer-­‐to-­‐peer/social  so  that  people  can  enjoy  an  experience  that  they’re  interested  in  together  

Team  Coco  tablet  app  (funkyspacemonkey.com)  

Macrotrend 4

“New  Interac8ons”    

While  technology  has  enabled  us  to  do  an  enormous  number  of  things,  increasing  aVen8on  is  being  paid  to  how  we  and  other  pieces  of  technology  interact  with  things.    

Sub-­‐trends    

•  Mobile  only  •  Interface  design  

Mobile Only

XXXXX  Mobile  Roadie  (blog.soundcloud.com)  

Mobile Only •  Mobile  vs  web  –  quesVon  which  to  create  first  or  at  all  

•  Experiences  that  connects  you  with  the  few,  or  with  the  many  

•  There  has  been  a  split  in  design  between  hyper-­‐specialised  and  full/rich  funcVonality  

ImplicaVons  •  Mobile  applica8ons  don’t  have  to  be  “dumbed  down”  versions  of  a  digital  experience  –  consider  what  people  need  most  when  they’re  using  their  device  

SXSW  Laminate  app  (beta  tesVng  version)  from  Live  NaVon  (venturebeat.com)  

Interface Design

Interface Design •  Current  interfaces  isolate  us  from  our  environment  –  we  spend  a  lot  of  our  Vme  looking  down  

•  We  are  familiar  with  gesture  techniques  (primarily  via  Kinect  –  especially  since  the  developer  kit  was  launched)  but  other  technologies  include  heat,  smell,  taste  and  voice  

ImplicaVons  •  Consider  how  people  can  use  mul8ple  devices  together  to  give  people  a  richer  experience  

   

Macrotrend 5 “Richer  Experiences”    

The  promise  of  “the  medium  is  the  message”  is  increasingly  coming  true  –  with  brand  experience  and  u8lity  becoming  as  important,  if  not  more  so,  than  the  core  of  what  is  being  communicated.    

Sub-­‐trends    

•  GamificaVon  •  Content  markeVng  

Gamification

blackvibes.com  

Gamification

•  A  trend  that  can  be  used  across  mulVple  industries  

•  Ties  in  with  SoLoMo  –  SoLoMoGa  

ImplicaVons  •  Use  gamifica8on  to  encourage  interac8on  and  to  make  things  beVer,  rather  than  an  end  in  itself  

   

American  Express  TwiQer  Sync  (mybanktracker.com)  

Content Marketing

Content Marketing •  ArVsts  are  thinking  beyond  record  stores  and  the  iTunes  Store  –  adverVsing  is  the  new  radio/music  is  the  new  soSware  

•  Approach  music  as  a  partnership  between  brand  and  band,  not  as  a  licensing  agreement  

•  People  will  pay  to  buy  “adverVsing”  such  as  the  State  Farm  “Empire  State  of  Mind”  work  

ImplicaVons  •  For  successful  integra8on,  music  supervision  needs  to  be  involved  at  the  start  of  the  process/briefing  

 

Nike  Chosen  video  content  (undrln.com)  

hQp://ddbdoesausVn.com/  

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