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TBWA \ NY LEARNINGS FROM SXSWi 2011 RUNDOWN Monday, January 30, 12

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Page 1: Learnings from SxSW 2011

TBWA \ NYLEARNINGS

FROMSXSWi 2011

RUNDOWNMonday, January 30, 12

Page 2: Learnings from SxSW 2011

Flickr: laughingsquid

SXSWi had its biggest year ever, but the irony of it is that you don’t have to physically be in Austin to take away the trends and platforms that will shape our digital future. We have the technology to experience the conference and buzz surrounding it remotely. But the true magic of SXSWi can’t be found on the internet - it lies in the individual conversations, the networking opportunities, and what happens when thought leaders have the chance to collaborate in person.

1,307 LICENSED FOOD TRUCKS

19K OFFICIAL ATTENDEES

40% GROWTH FROM 2010

Monday, January 30, 12

Page 3: Learnings from SxSW 2011

Photo: xgray, Flickr

“Instead, I focus on what I do remember: the engaged conversations. The one on one discussions of what someone is working on. Helping a friend design a book cover or solve a thorny entrepreneurial problem. Sneaking out to go to a taco stand for lunch with a very cool CEO...” - Seth Godin

Monday, January 30, 12

Page 4: Learnings from SxSW 2011

Flickr: Elliott Smith

SXSWi PLATFORMS TO WATCHSXSW often serves as the test drive of the biggest technology platforms out there today: think Foursquare and Twitter. This year’s players continued the social commerce trend sparked by Groupon. Others seemed to be only relevant to the geek set - “conference platforms” that may only be of use when hundreds of early adopters are within close quarters of each other. Either way, it was also incredible to see how little people used Facebook to socialize - they instead communicated through group texting and check-ins.

A mobile startup looking to add a game layer to the world we already live in.

SOCIAL COMMERCE

A location-based mobile service that just launched a

rewards program - saw a 30% increase in check-ins at SXSW.

Google confirmed the existence of Google Offers, and the plan to tweak its model to turn users

to repeat customers.

GROUP MESSAGING

Winner of the SXSWi People’s Choice Award.

PHOTO SHARING

Photo sharing app Instagram continues to shine. It shows the user’s innate desire to capture and share beautiful images.

The most tweeted about app,at SXSW, GroupMe allows users to maintain SMS relationships in clusters as well as one-to-one

communications.

Text

A cross-platform messaging app recently bought by

Facebook that allows simple and intuitive group

conversations.

Monday, January 30, 12

Page 5: Learnings from SxSW 2011

SXSWi PLATFORMS TO WATCHThe self-proclaimed future of location-based apps. A mobile startup looking to add a game to the world we already live in. Players discover cool new places, participate in challenges, share their activity with friends and even earn virtual (and sometimes real-world) rewards.

WHAT IS IT?

WHO’S BEHIND IT?

WHY DO WE NEED TO WATCH?

SCVNGR could be the solution for repeat business with a larger audience. The current game world is built for customer acquisition, not loyalty, which is the root issue that most brands are trying to solve. Groupons expire, and FourSquare offers rewards that are too generic. "The problem with the Mayorship paradigm is that it rewards a select few," Scvngr's SVP Chris Mahl told Fast Company. "We think that alienates the broader consumer base."

22 year old Boston “ninja” Seth Priebatsch, who believes that smartly engineered game mechanics could improve not just consumer loyalty, but also major world issues like climate change and education through locally organized action.

CHANGING THE RULES

SCVNGR is partnering with businesses to empower users to “change the rules” and create their own challenges at their most frequented locations, giving an unprecedented amount of attention and activation that rewards regulars by giving them a status that distinguishes them from everyone else.

SCVNGR’S latest app, LevelUp, offers users a ladder of rewards and discounts for brand or small-business loyalty, similar to how players can accrue power in video games.

Source: Fast Company, TechCrunchMonday, January 30, 12

Page 6: Learnings from SxSW 2011

SXSWi PLATFORMS TO WATCHOne of the “veteran” report-your-location-to-your-friends mobile services, with over 5 million users who share their location on a handy social map, write bite-sized reviews on their favorite spots, and provide real-time community answers (“How long is the line?”) and reap rewards from local businesses.

WHAT IS IT?

WHO’S BEHIND IT?

WHY DO WE NEED TO WATCH?

In the past two months, Loopt has released some game-changing innovations. Loopt Rewards debuted at SXSW, seamlessly integrating location, deals, and mobile apps together. “You will get a message: ‘Microsoft is giving away a Kinect at this street corner’ and you will SXSW attendees racing across the city to get there first,” Loopt founder Sam Altman told Wired.com. In April, Loopt Qs launched to allow users to get useful information about a place in real time. Think of it as Quora meets location-based networking meets Yelp.

Stanford University computer science geek alum Sam Altman, who in his SXSW panel, coined the term the Life Graph: a data set of all the places that you go, that serves as a powerful, unique model of who you are. The Life Graph serves as the insight backend of Loopt, helping to provide contextually relevant tools that Altman believes could revolutionize the personalization of mobile services.

Source:Wired, Mashable, All Things DigitalFlickr: xgrayMonday, January 30, 12

Page 7: Learnings from SxSW 2011

SXSWi PLATFORMS TO WATCHGroupMe is a free service that hosts group texting, and allows users to maintain relationships in clusters as well as one-to-one communications. It was the most used group messaging app at SXSW.

WHAT IS IT?

WHO’S BEHIND IT?

WHY DO WE NEED TO WATCH?

GroupMe is aiming to push its utility beyond the nerd sector to families, friends, businesses, and brands. Fast Company pointed out that brands who want to reach out to VIP customers and don't want the conversation shared in the public could set up a private GroupMe to enable interaction among fans. Expect innovation fthat takes advantage of the photo sharing space and micro-blogging space.

Source: Fast Company, TNW AppsFlickr: LaughingSquid

Co-Founders Steve Martocci and Jared Hecht’s longtime love for Phish sparked the need for a way to communicate with their group of friends at shows. Before launching GroupMe, the duo put their time in at GiltGroup and Tumblr.

Monday, January 30, 12

Page 8: Learnings from SxSW 2011

SXSWi PLATFORMS TO WATCHWHAT IS IT?

WHY DO WE NEED TO WATCH?

A group messaging app, recently acquired by Facebook, that allows you and other iPhone users to create “pods” share messages, locations, and photos with each other.

Flickr: kk+ Source: Wired, TechCrunch

Beluga has mastered mass compatibility; even non-Beluga users can receive messages and respond to the group seamlessly. It’s like the mobile chat room of the future, but with less “a/s/l”? The notification “mute” feature made the platform a favorite among techies.

The Facebook acquisition may bring Beluga to the mainstream. The platform has already implemented a Facebook Single Sign-On Features that help users engage in social experiences will be a critical advantage as digital usage continues to shift toward mobile.

Monday, January 30, 12

Page 9: Learnings from SxSW 2011

SXSWi PLATFORMS TO WATCHWHAT IS IT?

Instagram has empowered the user’s innate desire to capture and share beautiful images. Entrepreneurs are already building on Instagram’s photo eco-system. Products like Keepsy, Postagram, and Hatchcraft bring Instagram back into the physical world for more permanent social memories, and brands digging deeper into the platform to bring their storytelling to life in more poignant, personal ways.

Flickr: Simon Collison

The top mobile photo-sharing platform, with almost 3 million users. Snap photos to show the world what’s going on in your life and follow your friends’ photo updates as they move through the world. Apply filters that transform regular photos into vintage-inspired works of art.

WHY DO WE NEED TO WATCH?

ATTENDING IN STYLEJust in time for SXSW, Instagram revamped its feed, splitting it into “Following” and “You” for a seamless commenting experience, allowed a looser location naming system, and added a Tilt-Shift filter to the mix. Instagram continued its hashtag-enabled high-profile brand partnership program with PepsiCo’s Brisk.

Source: MashableMonday, January 30, 12

Page 10: Learnings from SxSW 2011

THE AD WORLD INVADES AUSTINAgency presence continues to rise at SXSW with more panels debating how to the traditional model needs to take on a more hybrid role. As the industry becomes more reliant on digital, thought leaders discuss how we improve our content, operations, and culture to shift one-off campaigns to valuable and meaningful platforms and communities.

KEY PANELS: #COMCOM #AGILE AGENCY #MGM LAUNCH

Be honest about what you have to learn.

Don’t always delegate to the digital guy.

Fix mistakes in wild.

Like software companies, try killing things that aren’t working--don’t always polish it.

Have technical leads on every project: responsible for prototypes, working

examples, proof-of-concepts, and technical oversight. This way, a technical strategy

can come through in everything from platforms to campaigns.

Infiltrate your process with prototyping as a means to get rid of the archaic

pre-production phase.It gives you more time to fail sooner and more time to

enhance and iterate the idea.

Every agency should speak tech. Let the tech experts educate colleagues about new startups and tools.

GUIDING PRINCIPLES FOR THE NEW

HYBRID AGENCY

Like software companies, try killing things that aren’t working--don’t always polish it.

Use social media to ask consumers what they want.

Don’t force ideas through channels. It’s time to let the channel dictate

content specific to it.

#SELL IDEASMonday, January 30, 12

Page 11: Learnings from SxSW 2011

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AGENCY SOUNDBI

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Page 12: Learnings from SxSW 2011

BEST IN CLASS BRANDS

IDEO teamed up with the National Campaign to Prevent Teen and Unplanned Pregnancy to re-brand birth control. The result was a lesson in honesty. By cutting through medical and public health jargon and talking about sex the way real people do, the final product - a program called BEDsider - was able to strike a strong cord with the target demographic.

Pepsi shared its commitment to try vitrually every new social platform that comes along, and learn from startups to import their techniques and process for quicker brand actions.

KEY LEARNING: Maybe “fail fast” is a bit of a myth. It gives us the the option to cop out.

Source:: Edward BochesFlickr:: Brennan MooreMonday, January 30, 12

Page 14: Learnings from SxSW 2011

SXSW 4 JAPANSocial influence and technology for good were top of mind at SXSW this year -and when tragedy struck abroad - attendees took action fast. SXSW4Japan was a tangible demonstration of technology’s capability to mobilize people for good

http://sxsw4japan.org/ was created in Samsung Lounge after hearing the news. It raised over $100k during the festival

From the panel stage, via Twitter and his iPhone, Architecture for Humanity's Cameron Sinclair announced a $75,000 commitment from donors to rebui ld ing f rom t he Japanese earthquake. Architecture for Humanity also helped spread the #honyaquake hashtag to coordinate volunteer translation efforts for foreign nationals on Twitter who needed to get good information amidst the panic on the ground in Japan.

voicesfromjapan.tumblr.com connected the festival (and the world) to what the people of Japan are seeing, hearing, and feeling.

The misguided companies that tried to capitalize on the tragedy saw little support. Bing’s attempt to garner retweets by offering to donate $1 to the Red Cross, and was quickly called out for its self-promotional nature. Upon criticism Bing stopped the campaign and donated all the maximum amount on offer.

New York Times editor Bill Keller cancelled his appearance due to the tragedy, but the festival held a town hall-style SXSW for Japan event instead, with updates, a call-in from Keller and the latest news and information on how to help and flex the power of the SXSW community. 

Source: ContagiousMagazine, Fast Company,, ZDNet

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Monday, January 30, 12

Page 15: Learnings from SxSW 2011

“We've had the largest oil spill in the history of humanity, and two nuclear power plants are on fire. What's it going to take to get you to do something?”

- Bruce Sterling

Flickr: xgray

Sci-fi futurist, Father of CyberPunk and SXSW vet Bruce Sterling closed the Interactive festival with a challenge to the younger attendees to take action and solve world problems caused by older generations with technology. Ster ling cal led on more passionate virtuosity - a love for innovation and a dedication to true capability. He reminded SXSW that the world needs more than ideas - it needs implementable solutions.

Sources: BDW, SXSWMonday, January 30, 12

Page 16: Learnings from SxSW 2011

Flickr: Gordon McGregor

THE FUTURE OF NON-PROFITS IN THE DIGITAL AGE

Donating can be made fun and rewarding with social gaming.

Nonprofits need to move more quickly (with limited resources) like tech startups, and mimic creative agency processes in order to hire and retain the talent necessary for innovation.

PROBLEM

SOLUTIONS

Engagement in nonprofits is down due to the lack of awareness concerning fundraising opportunities in the digital space - not the current economic environment.

Sources:SXSW, BDWMonday, January 30, 12

Page 17: Learnings from SxSW 2011

GAMING FOR GOOD

Flickr: xgray

#GAMESFTW TOP 5 SOCIAL IMPACT GAMES OF 2010

Macon Money is a non-digital community-based game designed to send bonds to different parts of the Macon, Georgia area. Recipients from different ethnic and socioeconomic backgrounds have to creatively collaborate to find the opposite piece of their bond and cash it in as a team. Once redeemed, players can use their money at local shops, thus uniting the community and growing their local economy.

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WHAT MAKES A CAUSEBUILDING GAME ENGAGING?

Resources: Games for Change, #GAMESFTW, Causebuilding #GAMESFTWMonday, January 30, 12

Page 18: Learnings from SxSW 2011

GAMING FOR GOOD

Flickr: xgray

#GAMESFTW TOP 5 SOCIAL IMPACT GAMES OF 2010

People Power is a one-player game that was created in association with the International Center on Nonviolent Conflict.The game puts you in a the position of a change agent in a small community: you have to recruit people to your cause, seek funds and take a series of actions that raise awareness in various districts. People Power brings to life the fact that non-violent movement takes careful planning and recruiting of dedicated team members.

4!

WHAT MAKES A CAUSEBUILDING GAME ENGAGING?

Resources: Games for Change, #GAMESFTW, Causebuilding #GAMESFTWMonday, January 30, 12

Page 19: Learnings from SxSW 2011

GAMING FOR GOOD

Flickr: xgray

#GAMESFTW TOP 5 SOCIAL IMPACT GAMES OF 2010

Participatory Chinatown is designed to integrate community involvement into the urban planning and development of Boston’s Chinatown. You can play as 15 different characters of varying “classes” and backgrounds and explore the privileges and challenges they face.

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WHAT MAKES A CAUSEBUILDING GAME ENGAGING?

Resources: Games for Change, #GAMESFTW, Causebuilding #GAMESFTWMonday, January 30, 12

Page 20: Learnings from SxSW 2011

GAMING FOR GOOD

Flickr: xgray

#GAMESFTW TOP 5 SOCIAL IMPACT GAMES OF 2010

Interrobang is league-based game for grad school honor students. Funded by the Microsoft Partners in Learning Program, Interrobang sends players to complete “missions” that focus on exploring their local environment, helping their community or creating and sharing art.Interrobang crowdsources its team-oriented missions, and encourages players to document the process via blog posts, photo galleries or videos; and are rewarded points for suggesting missions and connecting with the Interrobang community.

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WHAT MAKES A CAUSEBUILDING GAME ENGAGING?

Resources: Games for Change, #GAMESFTW, Causebuilding #GAMESFTWMonday, January 30, 12

Page 21: Learnings from SxSW 2011

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GAMING FOR GOOD WHAT MAKES A CAUSEBUILDING GAME ENGAGING?

Flickr: xgray

#GAMESFTW TOP 5 SOCIAL IMPACT GAMES OF 2010

Supported by the World Bank, this 10 week-long game promoted real-world action and broke the boundaries of digital last spring. Evoke urged players all over the globe to solve real-world challenges with a focus on helping communities in Africa. Through a comic book style narrative, players met weekly challenges to combat world hunger, use renewable energy, empower women and create better access to clean water. To accomplish their goals, players could use “super powers” such as collaboration, creativity, resourcefulness and entrepreneurialism.

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Resources: Games for Change, #GAMESFTW, Causebuilding #GAMESFTWMonday, January 30, 12

Page 22: Learnings from SxSW 2011

Game designer (Evoke), researcher and author Jane McGonigal spoke about the positive effects of gaming. Humans actually love to play games, and as philosopher Bernard Suits put it, games “unnecessary obstacles we volunteer to tackle:” perfect grounds for education, behavioral change, and real world action.  Games are fun in nature, and evoke “eustress,” a positive kind of stress that gives us a sense of ambition, achievement, and makes us more likely to succeed.

McGonigal argues that in order for games to have true social impact, they must meet the PERMA criteria:

GAMING FOR GOOD

POSITIVEEMOTIONRELATIONSHIPMEANINGACCOMPLISHMENT

Does it make you feel good? Is it cathartic?

Does it form a stronger bond with the people around you?

Does it give some meaning to your life? Does it give you a sense of accomplishment?

Source: The Telegraph, MadeByMany

SXSW

Monday, January 30, 12

Page 23: Learnings from SxSW 2011

GAMING FOR GOOD McGonical shared a number of statistics to prove that gaming (up to 21 hours a week) significantly helps people prepare for real life:

In a survey of 7000 music gamers

(think Guitar Hero), 67% of players were motivated to pick up an instrument for the first time and 73% who were already musicians started playing more as a result.

Children who play cooperative games for just 25 minutes per week are more likely to cooperate with and help others in real life

Just 90 seconds of playing a video game with an avatar that you consider ’sexy’ will boost your confidence for the rest of the day

Research by the US Army has found that 3 to 4 hours of video gaming per day reduces the effects of post-traumatic stress disorder.

Gamers have fewer nightmares than non-gamers and are more likely to have lucid dreams that they can controlWhat you feel on a day-to-day basis spreads to 250 people around you directly and indirectly, so if playing a game can give you positive feelings, you’re going to impact 250 people in a good way – which is clearly a good thing.

Source: The Telegraph, MadeByManyMonday, January 30, 12