sxsw 2012 key notes
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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/
For More
ddbdoesausVn.com
Music Alabama Shakes
Music The Black Ryder
Music We Were Promised Jetpacks
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