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SXSW interactive 2012 a collection of learnings, summaries and takeaways Nathan Archambault | Copywriter | AKQA

SXSW Interactive 2012: a collection of learnings, summaries and takeaways

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This year I went to SXSW Interactive in Austin for the first time. I talked to people and I heard people speak. This is what I learned.

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Page 1: SXSW Interactive 2012: a collection of learnings, summaries and takeaways

SXSW interactive 2012 a collection of learnings, summaries and takeaways

Nathan Archambault | Copywriter | AKQA

Page 2: SXSW Interactive 2012: a collection of learnings, summaries and takeaways

So WTF is SXSW Interactive?

It’s a Technology and Innovation Trade Showattended by Agencies, Clients and Nerdswith 2,700 Presenterswho speak at Keynotes and Panels where like-minded people Learn, Network and Schmooze in between Events and Partieswhile collecting Swag, Hangovers and Stuff to Tweet About.

Page 3: SXSW Interactive 2012: a collection of learnings, summaries and takeaways

So WTF is SXSW Interactive?

It’s a Technology and Innovation Trade Showattended by Agencies, Clients and Nerdswith 2,700 Presenterswho speak at Keynotes and Panels where like-minded people Learn, Network and Schmooze in between Events and Partieswhile collecting Swag, Hangovers and Stuff to Tweet About.

That’s a lot... how do you make it useful?

Page 4: SXSW Interactive 2012: a collection of learnings, summaries and takeaways

So WTF is SXSW Interactive?

It’s a Technology and Innovation Trade Showattended by Agencies, Clients and Nerdswith 2,700 Presenterswho speak at Keynotes and Panels where like-minded people Learn, Network and Schmooze in between Events and Partieswhile collecting Swag, Hangovers and Stuff to Tweet About.

That’s a lot... how do you make it useful?

Let’s break it down.

Page 5: SXSW Interactive 2012: a collection of learnings, summaries and takeaways

When Cyborg Anthropologist Amber Case discussed Ambient Location and the Future of the Interface I learned:

We’re already cyborgs. But the technology isn’t inside us. It’s in our pockets.

SUMMARYThroughout history, tools have extended our physical capabilities. But now technologies like smartphones extend our mental capabilities and reduce the amount of time and space it takes for people to connect with information.

TAKEAWAYPeople and technology have become intertwined to the point of no return. Our phones are a remote control for our lives, providing us with an annotated reality. We’re all Superhuman.

Key stat: By 2020, there's going to be 50 billion connected devices in the world.Overview and Podcast: http://schedule.sxsw.com/2012/events/event_IAP992057

Page 6: SXSW Interactive 2012: a collection of learnings, summaries and takeaways

When Cyborg Anthropologist Amber Case discussedAmbient Location and the Future of the Interface she said:

“The best technology is invisible.”

SUMMARYThe point of technology is to reduce the amount of time and space it takes for people to connect with information. Thatʼs why you donʼt see the best technology, it just works when you need it.

TAKEAWAY Today, we click a mouse to make an action happen. But gestures and voice commands are taking over. Soon weʼll all be wearing Google Glass and weʼll just have to think or blink or desire to make something happen. The world is becoming the interface and it's happening so fast and seamlessly that hardly anyone has noticed.

Overview and Podcast: http://schedule.sxsw.com/2012/events/event_IAP992057

Page 7: SXSW Interactive 2012: a collection of learnings, summaries and takeaways

Overview and Podcast: http://schedule.sxsw.com/2012/events/event_IAP13648

SUMMARYThe social web lets us send out a constant stream of likes, tweets, check-ins, and reviews that we want to share. But thereʼs a new interest graph on the web that allows people to express their passions and plans in a way thatʼs much more valuable to brands.

TAKEAWAY Thereʼs a tremendous opportunity for brands to bridge the gap between discovery and action with useful, timely and relevant information and offers. Pinterest, Fab, GetGlue and other emerging interest graph platforms let people categorize what theyʼre into and when a personʼs intent becomes obvious, brands can take advantage.

When Mullen CIO Edward Boches, Vayner Media Co Founder AJ Vaynerchuck, The Difference Engine Founder Farrah Bostic, Springpad Co-Founder Jeff Janer and VentureBeat reporter Jolie O'Dell discussed How to Harvest Consumer Intent from the Social Web I learned:

Brands who insert themselves into the social graph are doing it wrong. They fit more seamlessly and naturally into the interest graph.

Page 8: SXSW Interactive 2012: a collection of learnings, summaries and takeaways

Overview and Podcast: http://schedule.sxsw.com/2012/events/event_IAP13648

SUMMARYConversations should be used to gather information, not just for the sake of conversation.

TAKEAWAY Use social to learn more about people and how people behave. Not just age and location but interests and preferences. Forget about likes and follows and RTs. They're useless when it comes to understanding us. The right data can inform brands what people are into and thatʼs whatʼs useful. Use relationships to learn what your customers want and then give it to them.

When Mullen CIO Edward Boches, Vayner Media Co Founder AJ Vaynerchuck, The Difference Engine Founder Farrah Bostic, Springpad Co-Founder Jeff Janer and VentureBeat reporter Jolie O'Dell discussed How to Harvest Consumer Intent from the Social Web I learned:

Whatever a brand does, social or otherwise, should be all about data.

Page 9: SXSW Interactive 2012: a collection of learnings, summaries and takeaways

Overview and Podcast: http://schedule.sxsw.com/2012/events/event_IAP13648

SUMMARYWe need to shift perspective from “say and think” to “do and share.”

TAKEAWAY Just putting stuff out there doesnʼt serve a purpose. Brands need to foster discovery, adapt to the interest graph and learn how to engage in it, and start marketing to the data. If brands tapped into our interests, theyʼd know to send us useful information. The data is there but brands arenʼt taking advantage and thatʼs got to change.

When Difference Engine Founder Farrah Bostic talked aboutHow to Harvest Consumer Intent from the Social Web she said:

“If all you do is show, all people are going to do is look.”

Page 10: SXSW Interactive 2012: a collection of learnings, summaries and takeaways

When MIT Principal Research Scientist Andrew Mcafee and O'Reilly Media Founder/CEO Tim O'Reilly discussed Create More Value Than You Capture I learned:

Jobs are being outsourced not just to low-wage countries, but to machines. Machines! We need to rethink how the economy works.

SUMMARYEfficiency is making too much of our labor pool obsolete. The race by companies to eliminate labor costs has been a short term profit win but a long term loss. The cycle of capitalism depends on consumers as well as producers. If consumers are less able to find employment, we have to start thinking about how to put people to work, rather than how to put them out of work. Weʼve got to adjust our economy for a world in which more of our lives are automated.

TAKEAWAY Companies need to build great ecosystems, one in which value is created not just for themselves but for partners, people and other companies. Companies should have hairy, audacious goals that go beyond the balance sheet. Platforms like Kickstarter and Etsy are new ways of conducting business that put the emphasis back on the people and reward individuals for hard, unique work. The world needs more platforms that give people the chance to become producers.

Key stat: Technologies like Siri will be 16 times better within 6 years.Overview and Podcast: http://schedule.sxsw.com/2012/events/event_IAP100142

Page 11: SXSW Interactive 2012: a collection of learnings, summaries and takeaways

When Rock God Billy Corgan and Altimeter Group Principal Brian Solis discussed The End of Business as Usual I learned:

People changed the business model. It’s up to people to figure out how to make it profitable.

Overview and Podcast: http://schedule.sxsw.com/2012/events/event_IAP14046

SUMMARYStarting with Napster, the world of business changed. The standardized industry systems of yesterday donʼt work anymore.

TAKEAWAY Artists and producers need to figure out how to build new systems that work hand-in-hand with how they create and deliver things. A way to produce art and inspiration that makes money and works within the worldʼs new digital ecosystem.

Page 12: SXSW Interactive 2012: a collection of learnings, summaries and takeaways

When Rock God Billy Corgan talked about The End of Business as Usual he said:

“If you're going to have an opinion, you better support, and if you're not going to support, shut the f*ck up.”

Overview and Podcast: http://schedule.sxsw.com/2012/events/event_IAP14046

SUMMARYStarting with Napster, power began to shift from producers to consumers. Consumers realized they could find music, content and knowledge online. Producers, who couldnʼt charge whatever they wanted anymore, were slow to adapt and create a new model.

TAKEAWAY Consumers have to get out of victim mentality, like they shouldnʼt have to pay for things they want. If you believe in something, become a brand advocate and donate. If people donʼt start supporting the products and services they love, those products and services are going to go away.

Page 13: SXSW Interactive 2012: a collection of learnings, summaries and takeaways

When AKQA Mobile Director Tina Unterlaender & Audi Manager of Connected Vehicles Anupam Malhotra discussed Why Your Car Will Be the 5th Screen in Your Life I learned:

The time we spend in our cars shouldn't be wasted time connectivity-wise, but it can't disrupt the driving experience.

Key stat: Cars are fitted with computers capable of completing 2,000 decisions per second.Overview and Podcast: http://schedule.sxsw.com/2012/events/event_IAP13387

SUMMARYAfter movie theaters, TVs, PCs, and mobile phones, your car will become the next screen you embrace. Cars are already fitted with powerful computers but weʼre not using the technology to its full capacity. In time, inventors and marketers will partner with consumers to see how far we can push the fifth screen. It will become the most innovative screen yet.

TAKEAWAY Screens in cars need to create an experience thatʼs relevant to people on the road and do it the right way. This means a unique interface that accommodates the driving experience. Right now, every automaker has their own technology. There are no set platforms or UX standards, which stunts growth and holds down what our cars are capable of doing.

Page 14: SXSW Interactive 2012: a collection of learnings, summaries and takeaways

When Mekanism CEO Jason Harris, 140 Proof Founder John Manoogian III, Barbarian Group Director of Earned Media Kristin Maverick and Story Labs Founder Sarahjane Sacchetti discussed Epic Battle: Creativity vs. Discipline in Social I learned:

Invite analytics to the brainstorm.

Overview and Podcast: http://schedule.sxsw.com/2012/events/event_IAP13334

SUMMARYAs social media marketing moves from experimental to institutional, brands no longer question the importance of social media marketing. But today’s strategies and deployment of social campaigns produce big questions about ROI versus spending. Agencies want to produce creative campaigns, brands care more about the numbers, and measurement isn’t where it needs to be to make both sides happy.

TAKEAWAY Hitting the numbers isnʼt going to get any less important. Itʼs up to agencies to consider analytics from the start and help brands understand the analytics that matter. Word of mouth is joining clicks, likes and driving purchase as a key metric. But we still need more new metrics that measure creativity and not just numbers.

Page 15: SXSW Interactive 2012: a collection of learnings, summaries and takeaways

When AKQA CCO Rei Inamoto discussed Why Ad Agencies Should Act More Like Tech Startups I learned:

We need to revitalize the advertising business. Tech startups can teach us how.

SUMMARYAd agencies pride themselves on big ideas and creativity. But for too long they’ve relegated technology and code as production tasks, not as strategic points of view. Today’s ad agencies need to embrace the Culture of Code in order to stay relevant. As technology influences consumer behaviors to change, the very definition of the “Big Idea” needs to evolve, too.

TAKEAWAY Innovation and creativity donʼt flourish in a hierarchical organization. Even when a company gets big, agencies can keep teams small. What if agencies accepted less money up front to get a share of the profits later? This makes the client feel like theyʼre getting great value instead of getting ripped off.

Example: Instagram was a completely different experience when it launched. But they were lean and fast enough to completely change the experience based on how people were using it.Overview and Podcast: http://schedule.sxsw.com/2012/events/event_IAP10319

Page 16: SXSW Interactive 2012: a collection of learnings, summaries and takeaways

When AKQA CCO Rei Inamoto was talking about Why Ad Agencies Should Act More Like Tech Startups he said:

“Specialization is the enemy of innovation. But generalization is the enemy of excellence.”

Overview and Podcast: http://schedule.sxsw.com/2012/events/event_IAP10319

SUMMARYTech startups and the people who work at them are focused. They don’t have to answer to clients or anyone but their own high standards. Ad agencies, on the other hand, try to do it all - sometimes of their own accord and other times because clients want everything crammed into one project. But this level of generalization makes the entire process inefficient and waters down individual projects.

TAKEAWAY We have to rethink creative roles. Concept isnʼt king anymore . Tech and strategy and UX should have a seat at the table with creative. This leads to a better experience in the end. Itʼs still important for everyone to understand what other people do and how they do it, but itʼs more important to have talented specialists and let them concentrate on their specialty. Agencies need to shift resource allocation to talent casting.

Page 17: SXSW Interactive 2012: a collection of learnings, summaries and takeaways

When AKQA CCO Rei Inamoto played a video interview during Why Ad Agencies Should Act More Like Tech Startups Cyndi Gallop said:

“You can't do new-world-order marketing from an old-world agency organization.”

SUMMARYWhen broken down to the simplest level, three things that agencies need to have are structure, compensation and process. Because tech start-ups don’t always have these three things, they’re more free to operate as they want. Start-ups have proven that other models can work and be successful. And this makes it that much more obvious that the old model is failing.

TAKEAWAY It doesnʼt matter how something is made, itʼs what is made. Remember the 3 Sʼs: Strategy, Storytelling and Software. Strategy makes your idea relevant, storytelling makes it emotional & software makes it usable. When strategy, storytelling and software work together, the outcome is insightful, desirable and useful products.

Overview and Podcast: http://schedule.sxsw.com/2012/events/event_IAP10319

Page 18: SXSW Interactive 2012: a collection of learnings, summaries and takeaways

When AKQA CCO Rei Inamoto wrapped Why Ad Agencies Should Act More Like Tech Startups he said:

“If you love something, keep at it. Somewhere down the line the dots will connect.”

SUMMARYStop asking questions. Stop overanalyzing. Stop listening to everyone else.

TAKEAWAY Do what you love, dedicate your life to it, and everything else will fall into place.

Page 19: SXSW Interactive 2012: a collection of learnings, summaries and takeaways

That sums up what I learned this year.

Till 2013...