sxse@iris: our take on sxsw 2014

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The deck from our take on SXSW 2014 held at iris towers back in early April. My talks cover: 21st century content craft, brands as digital anthropologists and living in an automated world.

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PRESENTS

SOUTH BY SOUTH EAST

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the next 2 hours

SXSW distilled

Break

Q&A

Drink and discussions

@davidcaygill @benessen

@deemac99@Fourie_duPreez

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There are so many amazing things in the

universe. don’t be distracted by things

that are not.

the insights that matter

Dr Neil deGrasse Tyson, Astrophysicist, Cosmos

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changeat the rate of moore’s law

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Participation brands visibly enhance the flow of people’s lifestyles.

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lifestyle hacks#1 practical magic

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lifestyle hacks#2 habituality

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lifestyle hacks#3 material quality

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Confidential © 2014

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the team1. 21st century content craft2. Future of social is collaboration3. Brands as digital anthropologists4. Living in an automated world5. From design to de$ign6. Hardware / Software / Wear7. Innovation at the edges8. Your next billion customers

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21st century content craft

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21st century content craftA cyberpunk tech war is

coming. not for your

pocket, desktop or living

room. but for how you

experience reality.

”John Brownlee, Fast Company

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algorithmic journalism

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algorithmic journalism works

50m+ unique visitors per month

75k av Facebook Likes per post

380m page views from 100 posts

5m minutes daily watching

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perfecting curiosity gaps

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brand collaboration through native advertising

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entertaining mobile brand utility

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extraordinary digital storytelling

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extraordinary digital storytelling

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rebooting the news

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rebooting cookery!

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rebooting the news

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the rise and rise of short form video

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next generation internet

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next generation virtual reality for brands

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key takeouts

3. Foster a culture of content craft

2. Make content that POPS

4. Re-imagine immersive brand experiences

1. Craft for the ‘curiosity gap‘

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The future of social is collaboration

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collaboration

activeoutput orientated

social as means to end

connection

passiveinput orientated

social as end in itself

a new social paradigm

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CREATIVE COLLABORATION

TECHNOLOGY

COLLABORATIVE ECONOMY

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access over ownership peer to peer

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more like real lifehuman & authentic

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CREATIVE COLLABORATION

TECHNOLOGY

COLLABORATIVE ECONOMY

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The next frontier is to make asynchronous communication as

seamless as real time conversations

From ‘connection’ to ‘collaboration’

Stephen Kim, Global Creative Solutions, Microsoft / Skype

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share desktop surfaces with illumishare

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MIT Scratch programme

collaborative programming

for kids

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brand participation through collaboration

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key takeouts

1. Design for access as well as ownership

2. Identify the passionate peers in your category3. Create the tools to enable collaborative

creativity4. Focus your social use on productive output

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brands as digital anthropologists

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stop doing digital

marketing and start

doing marketing for

the digital age

brands as digital anthropologists

Ben Malbon, Dir Strategy, Google Creative Labs

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the inequalities of participation

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harness superfans to fuel participation

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Being anonymous & private is the ‘new social’

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brands stepping out into digital culture

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brands stepping out into digital culture

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brands stepping out into digital culture

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the way we communicate is evolving

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a growing universal visual language

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collaborative social experiences through entertainment

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key takeouts

1. Let superfans in to fuel participation

2. Be honest and creative when entering new spaces

3. Get fluent in new visual vocabularies

4. Mobilise communities through creative collaboration

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software > hardware > Wear

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software > hardware > Wear15 years' time computers will be

more intelligent than we are and

will be able to understand what

we say, learn from experience,

make jokes, tell stories and even

flirt.

” Carl Bass, President & CEO of Autodesk Inc, The Robot Revolution.

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the race has changed

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ubiquitous embedded computing

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perceptive computing

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perceptive computing

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sci-fi as a business plan

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health as a tech toy

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ultra specific wearables

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wearables as controllers

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wearables as controllers

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do we still need single use devices?

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Data Capture

Lifestyle context

Behavioural prompt

Measurement

Enhancement

from quantification to qualification

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giving customers a privileged perspective

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key takeouts

1. What role do you play as tech wraps around your consumer?

2. How can you activate actionable health and fitness?

3. What data do you need to do more for your consumer?

4. How do you help your audience improve themselves?

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living in an automated world

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Brands in an automated world

12 Ahead

brands can be the

connective tissue

between real people

and technology

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new times and a new class of consumer

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human api

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using artificial intelligence as ‘sense makers’

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enhancing your life with automation

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gamifying participation

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big data hubrisSource: Gartner / IBM, 2014

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the promise of predictive marketing Source: Gartner / IBM, 2014

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reverse engineering hollywood ource: Gartner / IBM, 2014

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key takeouts

1. Start designing for an automated world

2. Find extraordinary auto enhance brand moments

3. Embed motivation core drivers into experiences

4. Harvest data for predictive patterns

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From design to DE$IGN

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visual everything

we must change our mindset about design

and designers

Maria Giudice, Innovator and Author, Rise of the DEO

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design everything

we must change our mindset about design

and designers

Maria Giudice, Innovator and Author, Rise of the DEO

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design is the glue that connects the brand

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visual

product experience DE$IGN

commercial

From design to DE$IGN

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1. design = ALIGN A DESIRED OUTCOME WITH A USER’S INTEREST

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2. design = informed iteration

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3. design = insight driven persuasion

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4. design = craft

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design = change

from ceo to deo:change agent

facilitatoriterates

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key takeouts

1. Make Design the glue for your brand

2. Make your Design process commercial

3. Align the user’s interests with the brand’s

4. Add some Design thinking to your day to day

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Your next 1 billion customers

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Oxfam: African advertising campaign is helping to dispel negative stereotypes

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AFRICA’S MIDDLE CLASS HAS TRIPLED OVER THE LAST 30 YEARS

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class attendance climbed to 95%

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43% of kenya’s $40 billion GDP flows through M-pesa

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3 key take-outs

Understand the context of the market then you will seethe opportunities to innovate

Develop exciting value propositions that are relevant for the audiance

Adapt your approach to mobile to suit the technologies available

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innovation at the edges

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Where does innovation happen in your organisation?

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R&D Centre in leeds? Marketing meeting?

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when different kinds of people meet

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18c internet culture

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Innovation at the edges

True discovery happens in a

very undirected way, when

you figure it out as you go

along

”Joi Ito, MIT Media Lab Director

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learn by doing

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re-imagine the tools you need

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make social sawdust

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Two life saving machines

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point of use technology + global logistics

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social growth strategies

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key takeouts

3. Embrace new opportunities and pivots

2. Lower the barrier of experimentation

4. Create byproducts from your process

1. Find collaborations in your network

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THANK YOU

Break

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PRESENTS

SOUTH BY SOUTH EAST

BREAk - 10 minuets

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PRESENTS

SOUTH BY SOUTH EAST

questions - #sxse

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