sxsw update 2013

paolo @martorino@ j0hn meulemans

#SXSWUPDATE

WELKOM

Austin Texas

LOCATION UPDATE

CAN’T BUY ME LIKE

GAMIFICATION UPDATE

10 SXSW STARTUPS

SOCIAL TV UPDATE

BORREL

SXSW TRENDS

SXSW TRENDS DIE WE WILLEN DELEN

ER ZIJN ER MEER...

#1 SOCIAL IS THE NEW NORMAL

#2 MOST THINGS GET GAMIFIED

3# DEMOCRATIZING ENTREPRENEURSHIP

4# ACCES OVER OWNERSHIP

#5 A SHIFT IN DIGITAL TOWARDS MORE OBJECTS

6# USING TECHNOLOGY TO CREATE OFFLINE EXPERIENCES 

#7 RECOMMERCE

DRAAGBARE TECH

Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen

GlassSneakersWatchNike

DRAAGBARE TECH WEARABLE TECH

DRAAGBARE TECH

Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen

Jawbone

WEARABLE TECH

DRAAGBARE TECH

Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen

Nike Fuelband

WEARABLE TECH

DRAAGBARE TECH

Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen

Sneakers

WEARABLE TECH

DRAAGBARE TECH

Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen

Credit Ring

WEARABLE TECH

DRAAGBARE TECH

Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen

iWatch

WEARABLE TECH

DRAAGBARE TECH

Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen

Chip tattoo

WEARABLE TECH

DRAAGBARE TECH

Technologie wordt meer onderdeel van onze verschijning en staat dichter bij onze zintuigen

Telepathy

WEARABLE TECH

LOCATION UPDATE

2012: Social Discovery War

HighlightBanjoSonarGlanceeIntroNtroGlassmapMingle...

LOCATION UPDATE

2013: Who survived?

LOCATION UPDATE

Social Discovery 2013

Foursquare?

Four years Foursquare

- 30M + users- 1M merchants- 1,5M new users pm- 3B datapoints!

LOCATION UPDATE

- Instagram- Path- Foodspotting- Highlight- flickr!

LOCATION UPDATE

Maps Are Broken

“We Can Do Stuff Nobody Else Can Because Of The Data Points”

Relevant recommendations

LOCATION UPDATE

(Digital) Coupons Are Broken

AMEX / MASTERCARD / VISA PROGRAM

AMEX / MASTERCARD / VISA PROGRAM

Merchants better take notice

- Who’s been here- Who comes here- Who could be here

“Identify the best customers that never heard of you”

LOCATION UPDATE

EVER BEEN HIGHLIGHTED?

“WE ARE ENDLESSLY CURIOUS ABOUT OTHERS”

“WE ARE ENDLESSLY CURIOUS ABOUT OTHERS”

Take out the friction

- Awkward to ask- Weird but we’re used to it- Bizarre version of FB!

LOCATION UPDATE

BIRTHDAY NOTIFICATIONS

YOU LOOK FAMILIAR

WANTED TO TALK TO YOU

ALERTS: I WAS JUST LOOKING FOR YOU

Early days

- Battery life- Notification relevancy- What’s appropriate?- Handy vs Creepy

LOCATION UPDATE

THIS PERSON KNOW 44 OF YOUR FRIENDS!!

JUST LOOK BACK...

LIKE

THE RELATIONSHIP ERA

1920 1960

THE RELATIONSHIP ERA

VERTROUWEN & ECHT BEREIK

4 KRACHTEN VERANTWOORDELIJK

Draagbare Technologie

MENSEN WILLEN MERKEN VERTROUWEN

De basis van relationship-era marketing is vertrouwen, geloof, intentie en echtheid

EDELMAN TRUST BAROMETER

STRUGGLE CORPORATE MERKEN

Airships & Big Boats Don't Make Sharp Turns

McDonalds Twitter campagne

#MCDSTORIES

#McDStories

UNITED AIRLINES

> 1 Miljard Gespendeerd Aan Advertising

UNITED AIRLINES

Trusted En Loved Brandsoutperformen de industrie metS&P 57% FoE 1600% up (stock returns over period 96-2011)

lo: beperkte relatiesro: niet vrijwillige relatieslb: emotionele relatiesrb: duurzame relaties

BRAND SUSTAINABILITY MAP

I LOVE...

Technologie wordt natuurlijk onderdeel van onze verschijning en staat dichter bij onze zintuigen

HOE EEN DEO DE WERELD WIL VERANDEREN

RUIM 800.000 LIKES

MIN 2 LOYALERE KLANTEN

TIENDUIZENDEN REACTIES

POSITIEF MERKSENTIMENT

A Loaf Of Bread In Every Arm® 1,7 Miljoen Fans

Everything You Do Is The New Media Department

WEES ECHT, EERLIJK EN BETROKKEN

ECHTE RELATIES AANGAAN

WIE IN DE ZAAL?

VRIJE KEUZE?

Work And Play Well With Others

DON’T BE A

DICK

GAMIFICATION MEETS BIG DATA

Gamification

“Taking elements from games and applying them in the right context in all kind of product to drive behaviour”

PointsStatusProgression...

GAMIFICATION + BIG DATA

IT’S JUST CHEMISTRY

GAME MECHANICS

Gamification: Not new!

GAMIFICATION + BIG DATA

Big Data

“Using massive amounts of info to help people & companies make better decisions”

Predict the flu with TwitterFacebook Graph SearchPredict X-Factor

GAMIFICATION + BIG DATA

PREDICT X-FACTOR

Big Data: Fairly New

- computing power- datasets

GAMIFICATION + BIG DATA

WHAT HAPPENS WHEN GAMIFICATION & BIG DATA MEET?

IT’S CHOCOLATE BACON!

Career

- Mapping careerpaths- Reverse engineer - Steps to next position- Optimize path for winning- Increase performance

GAMIFICATION + BIG DATA

Who to hire?

- Linkedin migration patterns- Where are the smart people - Check where they are going- Hire the right people

> Predict the next Facebook!

GAMIFICATION + BIG DATA

BIG DATA & GAMIFICATION & ENERGY

Quantified Self

- Nike Fuel Band- Fitbit- Fitocracy- Foursquare health coach?

GAMIFICATION + BIG DATA

DATAMINE + GAMIFY YOUR BODY

FUTURE: PERSONALIZATION & MAKE BETTER DECISIONS

10 SXSW STARTUPS DIE OPVIELEN

IN DE CHAOS

SXSWStartup #1 Fleksy app die gebruikers van mobiele telefoons in staat stelt om sneller en intuïtiever te typen

SXSWStartup #1 Fleksy app + Leap Motion

SXSWStartup #2 Tinder ontdekt wie interesse in je heeft en in de buurt is en brengt je samen als jij ook geïnteresseerd bent.

SXSWStartup #3 Mico hoofdtelefoon/app is in staat om het humeur van de gebruiker te monitoren en de afgespeelde muziek daaraan aan te passen

SXSWStartup #4 Brian Solis: Identified.com Is Like LinkedIn, But Sexier.

SXSWStartup #5 Smart travelsearch met Desti

SXSWStartup #6 Between: alleen voor jullie tweetjes

SXSWStartup #7 Present.me

SXSWStartup #8 Ouya

SXSWStartup #9 Lyft

SXSWStartup #10 Icon

SOCIAL TV UPDATE

Social TV?

“Digital interaction between people about TV and also the interaction with that content”

Why?

- Watercooler- Share & Engage- Access to exclusive content- Content Discovery

SOCIAL TV

MORE THAN SPOILERS

Or not?

Nielsen: Rise of SocialTV 2012

Nearly a quarter of people aged 18-34 use social media to comment on what they like / dislike while watching TV.

SOCIAL TV

Let’s rewind: 2012 > 2013

An industry in full swing.

SOCIAL TV

20M TWEETS (14M 2012) - 230.000 TWEETS PMIN

14M TWEETS (5M 2012)

160.949 CHECK-INS @ SEASON PREMIERE

DIFFERENT TRENDS

Death of the Nielsen Family?

25.000 households whose TV habits collectively provide a statistical snapshot of a nation’s viewing behavior.

Hulu, Netflix, Apple TV, Amazon Prime, Roku, iTunes, smartphone, tablet are not reflected in the Nielsen rating*.

*In February Nielsen announced that this fall it would finally begin including Internet streaming to TV sets in its ratings.

SOCIAL TV

In the near future, a show’s tweetability may be just as crucial as the sheer size of its audience. It’s something that advertisers and networks already realize.

 ‘Our program has three times the engagement, because we’ve got many more people tweeting about it—and by the way, they’re young, they’re tech-savvy, and they buy lots of products.’

SOCIAL TV

Strategies: Building Interest

- For current and next season- No tweets = boring- Give people insights

SOCIAL TV

Strategies: Discovery

- Social proof- 3/10 people watch show because twitter says it- Use existing fan base, let them watch something new- #advertising > big spike in buzz with residual effect

SOCIAL TV

Strategies: Fan Engagement

- Tweet as characters, keeps you ‘in’ all week- Strengthen parasocial relationships by making them accessible- Ask fans what they want to see (Golden Globes)- Tweet while they watch- 51% tweets about show to feel connected with others. Brands and shows can encourage this by hashtags.

SOCIAL TV

SUPERBOWL HASHTAGS: 2011 #AUDI - 2013 50% OF ADS

Strategies: Realtime participation

- Tweet during the show drives people to watch live $$$ - Twitter polls: American Idol: Do You agree with the jury? - Show specific hashtags- Backstage tweets, experience like they’re there

SOCIAL TV

MASS RELEVANCE

Strategies: Feedback

“Its like having millions of producers working with you”Simon Cowell, American Idol

- On storyline, format etc...- #killcarlalready - Hawaiifive-O two endings

SOCIAL TV

WHAT’S NEXT IN SOCIAL TV

#HASHTAG EVOLUTION

SOCIAL TV

MORE THAN TWITTER

- Instagram- Tumblr- Facebook (90% visits FB)

SOCIAL TV

FACEBOOK AS A PLAYER

- Influence- Watched- Discovery

SOCIAL TV

ADVERTISING

- More, better, more creative- Realtime - Comeback of the poll

SOCIAL TV

COMMERCE

CONSEQUENCE?

SPECIAL MESSAGE FROM ICON.ME

DRAAGBARE

3sixtyfive bedankt:

AdformatieGNR8Selecta MultimediaTonyAtomy

TOT SXSWUPDATE 2014