sxsw interactive 2013 recap

SXSW’13 INTERACTIVE RECAP

DIGITAL LAB LIVE

5 TRACKS

Digital Lab Live

SX6s // South by in 6 second increments

SXSW is where you go experience the future for a few days before you have to go back home to the present.”

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- DENNIS CROWLEY, FOUNDER/CEO FOURSQUARE

1,833 Interactive Sessions

SXSWi’13 Hits Record Numbers

#1 most talked about: Grumpy Cat followed by Elon Musk, and Al Gore

30k attendees in 2013 // 2012: 24k // 2011: 19k

60% HHI $100k+

48% repeat attendees

21% international registrants (from 72 countries)

60% male

How do we make sense of all this?

DIGITAL LAB LIVE // www.digitallablive.comRELEVANT OPINIONS FOR LIVE EVENTS

• Built in 2 weeks (big thanks to K5) • Responsive• Text, Photos, Video, Quotes• Interviews of founders/influencers

We culled 17 SXSW themes and hundreds of sessions down to just 5 Brands and Agencies should know about.

Design & DevelopmentDIGITAL LAB LIVE’S 2013 SXSW COVERAGE

‘DatUX

Personality: who someone is in their everyday life

Persona: who they are online

Mechanics of Magic: 7 Game Design Insights

ROHIT THAWANI

What may be intuitive to UX designers may not be intuitive to astronauts.”

NASA - THE USER EXPERIENCE OF A SPACE STATION

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NASA - THE USER EXPERIENCE OF A SPACE STATION

Taxonomy: fixed, top-down hierarchy

Folksonomy: letting the people decide the order of things

DESIGNING FOR USER GENERATED CHAOS

SHUTUP AND TAKE MY MONEY! LEGO DOES CROWD SOURCING

Kids love physical objects and digital experiences. Merging the two is the holy grail of toys.

RE IMAGINING TOYS: MERGING THE PHYSICAL & DIGITAL

CIRCULAR WATER SLIDE

The space between technology, art and action is where it’s at.

FROM CORAL REEFS TO THE LIGHT FIELD: MAKING WAVES

3 Pillars of Modern Photography:1. Optics2. Computation3. Productivity

FROM CORAL REEFS TO THE LIGHT FIELD: MAKING WAVES

FROM CORAL REEFS TO THE LIGHT FIELD: MAKING WAVES

BEYOND MOBILE: WHERE NO GEEK HAS GONE BEFORE

LEAP MOTION & THE FUTURE OF GESTURE CONTROL

What’s holding computers back is the limited number of ways in which we can use them.

LEAP MOTION & THE FUTURE OF GESTURE CONTROL

Gesture control can be used for:Art - sculptingMedicine - remote surgeryEducation - physics

THE MOUSE AND KEYBOARD ARE DYING

THE FUTURE OF 3D PRINTING WITH MAKERBOT

You can 3D print:

engine blocksfingersyour homeworkLEGOshoe inserts so your daughter can ride the big kid rides

THE FUTURE OF 3D PRINTING WITH MAKERBOT

In the future devices will get both dumber and smarter. that’s good because you want some smart devices and a lot of dumb devices.

BEYOND MOBILE: WHERE NO GEEK HAS GONE BEFORE

1. Use sensors to push data2. Focus on metadata, robots will do the rest3. Move your interaction off the screen

WHAT TO DO IN A POST-MOBILE ERA (IT’S HERE)

it takes 20 years from the time a product begins in the lab until it gets a chance at hitting the mainstream.”

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- BILL BUXTON

the best way to complain is to make things”

JAMES MURPHY, LCD SOUNDSYSTEM

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Art & InspirationDIGITAL LAB LIVE’S 2013 SXSW COVERAGE

‘A CONVERSATION WITH NICK CAVE’

“I’ve spent a lot of my time butting heads with other people’s lack of imagination”

Nick Cave captured the feeling shared by many.

Just because something has been done the same way for along time, doesn’t mean it’s the only way.

WHAT I LEFT INSPIRED BY

Technology has changed how people behave.

Agencies, brands, artists, people are changing to reflect this.

CHALLENGING CONVENTION & BEHAVIOR

There was a feeling of experimentation.With new methodologies, techniques and processes.

Technology as the idea

Ideas that come from anywhere

Digital labs

Quick, agile collaborationFOUR WAYS AGENCIES & BRANDS ARE REDEFINING IDEAS

Traditional Idea ModelIdea > Execution

R/GA ModelTechnology > Idea*This is what the user experiences.

R/GA REDEFINING HOW IDEAS ARE MADE

1. Start with technology that aligns to your strategy

2. Get specific and embrace constraints

3. Brainstorm ideas within limits

R/GA METHODOLOGY FLIPS THE MODEL ON ITS HEAD

DeviantART is truly embracing their audience in creation of ideas.

DEVIANTART: AUDIENCE VS CREATOR

Their theory: the people who buy your end product should have a say in the creation of it.

(Mass Effect 3: A cautionary tale)

DEVIANTART: AUDIENCE VS CREATOR

DEVIANTART: AUDIENCE VS CREATOR

Seems logical, right?

This isn’t new.

This was how Charles Dickens wrote Great Expectations.

EXAMPLES OF THIS THINKING IN ACTION

Clive Barker wrote Chapter One as inspiration.

People submitted Chapter Two.

One was chosen.

And so the process continued.

BBDO 747LABS

•Clemenger Melbourne•Internal innovation labs•Consultants to broader agency•Solve problems through tech

CLEMEMGER BBDO MELBOURNE, AUS

Scrum: multiple small teams working in an intensive and interdependent manner.

FABRIQUE, NETHERLANDS

The Traditional Approach

WATERFALL APPROACH

Planners write a brief

Creative concept

Present ideas to account and

client

AGILE APPROACH: CONCEPT > TEST > ITERATE

Agency Implications

•Trial new ways of working•Ideas that incorporate the audience•Idea & design sprints

IMPLICATIONS

Culture & EntertainmentDIGITAL LAB LIVE’S 2013 SXSW COVERAGE

RAISING A NEW GENERATION OF DIGITAL NATIVES

CONVERGENCE OF ENTERTAINMENT + TECHNOLOGY

CULTURE + ENTERTAINMENT TRENDS @ SXSW

Digital Natives

We’ve always thought we were digital natives.

But we’re not.

THE MYTH & REALITY

Then.

Now.

THE ANXIETY

How do parents raise digitally-savvy children without relying on the convenience of technology as a babysitter?

THE SILVER LINING

Technology enables parents of children with special needs to have access to affordable apps that help accelerate developmental progress.

THE SILVER LINING.TEENS IN THE DIGITAL AGE

Disconnect between perception and reality of teen cyber-bullying.

MISCONCEPTIONS OF TEENS ONLINE

PRIVACY ≠ NO ONLINE PRESENCETEEN DRAMA ≠ BULLYINGPARENTS ≠ RESOURCE FOR

BULLYING

Be less tone deaf. Use our power as storytellers to tell

more intelligent stories to teens.

Provide solutions for teens to reach out to one another for

help.

IMPLICATIONS FOR MARKETERS

Hollywood + Tech

BIG SHOTS & GEEKS

CONVERGENCE OF HOLLYWOOD + TECH

Now, technology is often a companion, second screen experience for entertainment that enhances the traditional passive experience, and creates new

channels for discovery.

• A closer integration of Hollywood and Tech is opening up opportunities for brands to create rich, engaging second screen experiences for consumers.

• The growth of You Tube networks means brands must look outside of traditional channels such as TV to connect with their audiences.

IMPLICATIONS FOR MARKETERS

Content & DistributionDIGITAL LAB LIVE’S 2013 SXSW COVERAGE

Shifts in Hollywood

“I think television has a limited shelf

life. I also think the internet has a limited shelf life”

Harvey Levin, TMZ

"The goal, is to become HBO faster than HBO can become us."

Reed Hastings, Netflix CEO

By building from assets up, TMZ grew beyond a website, and now has a TV show, radio show, and bus tour.

Hawaii Five-0 ran two different finales, on each coast based on social feedback

Demystifying “Viral” Videos

85% of these views were paid for

TV spots don’t drive earned views efficiently

Videos like this drive steady earned views

Social Content

“You could have a huge marketing budget, but if nobody wants to share your content and ideas then it’s not working.”-Jonah Peretti, Buzzfeed CEO

Understand the platforms

Social content doesn’t have to have high production value

1.) Have a heart, be emotional 2.) Connect with identity 3.) Be nimble & responsive4.) Humor is always worth sharing5.) Nostalgia - Remember when? 6.) Don’t post things people are embarrassed to share

Content and distribution planning should be built from assets up, not channels down

Social media is a huge focus group

Designing content for social sharing can’t be an afterthought

IMPLICATIONS

The FutureDIGITAL LAB LIVE’S 2013 SXSW COVERAGE

The future is already here; it's just not very evenly distributed.”

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- WILLIAM GIBSON, 1993

THE BEST PART ABOUT A SMARTPHONE IS NOT THAT IT’S EASY TO USE.

MANUAL INPUT IS SLOW AND TEDIOUS

BUT WE NEED IT TO GET WHAT WE WANT.

SOME PASSIVE TECHNOLOGY IS ALREADY HERE.

AND THE CRAZY STUFF IS JUST A FEW MONTHS AWAY.

IT WILL CHANGE THE WAY WE ACT

THE WAY WE COMMUNICATE

AND THE WAY WE REMEMBER.

Google Glass acknowledges what our brains are good at, and helps us out with the rest.

This changes the way that we think.

THIS, TOO.

WE CAN UNDERSTAND MORE ABOUT OURSELVES AND OUR PATTERNS.

WHEN YOU CHECK IN AT 2 AM...

AND GET FOUR HOURS OF SLEEP...YOUR WEIGHT GOES UP TWO POUNDS ONE WEEK LATER.

Needless to say:

Our online and offline lives co-exist and overlap. Soon, they’ll be indistinguishable.

(for real, this time)

Learning to invade someone's space with more marketing does not make you a better company.”

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- OLIVIER BLANCHARD

2009: Interruptive advertising is annoying

2010: Interruptive advertising is avoidable

2012: Interrupting is starting to actually backfire

2014: Interruptive advertising is moot

- OLIVIER BLANCHARD

FORGET WORRYING ABOUT THIER ATTENTION SPAN: IT WON’T EXIST.

THEY WON’T EVEN BE HERE.

THEY’LL BE OUT IN THE WORLD, ACTIVELY DECIDING WHAT’S RELEVANT. AND IGNORING THE REST.

As our audiences become harder to reach,

we have to create experiences they actually want to have.

... LIKE TACOS.

APPS

Interesting Apps but nothing to write home about

Hater

MessageMe

Takes

Thread

Hindge

SxMiscellaneous

Vine Booth Memoto Olapic

See you next year!