sxsw interactive 2013 recap

104
SXSW’13 INTERACTIVE RECAP

Upload: shawn-cheng

Post on 30-Oct-2014

641 views

Category:

Technology


0 download

DESCRIPTION

Digital Marketing trends from SXSW Interactive 2013. BBDO New York focused in on 5 themes most relevant to Brands and Agencies by launching www.DigitalLabLive.com.

TRANSCRIPT

Page 1: SXSW Interactive 2013 Recap

SXSW’13 INTERACTIVE RECAP

Page 2: SXSW Interactive 2013 Recap

DIGITAL LAB LIVE

5 TRACKS

Page 3: SXSW Interactive 2013 Recap

Digital Lab Live

Page 4: SXSW Interactive 2013 Recap

SX6s // South by in 6 second increments

Page 5: SXSW Interactive 2013 Recap

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

- DENNIS CROWLEY, FOUNDER/CEO FOURSQUARE

Page 6: SXSW Interactive 2013 Recap

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?

Page 7: SXSW Interactive 2013 Recap

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.

Page 8: SXSW Interactive 2013 Recap

Design & DevelopmentDIGITAL LAB LIVE’S 2013 SXSW COVERAGE

Page 9: SXSW Interactive 2013 Recap

‘DatUX

Page 10: SXSW Interactive 2013 Recap

Personality: who someone is in their everyday life

Persona: who they are online

Mechanics of Magic: 7 Game Design Insights

Page 11: SXSW Interactive 2013 Recap

ROHIT THAWANI

Page 12: SXSW Interactive 2013 Recap

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

NASA - THE USER EXPERIENCE OF A SPACE STATION

Page 13: SXSW Interactive 2013 Recap

NASA - THE USER EXPERIENCE OF A SPACE STATION

Page 14: SXSW Interactive 2013 Recap

Taxonomy: fixed, top-down hierarchy

Folksonomy: letting the people decide the order of things

DESIGNING FOR USER GENERATED CHAOS

Page 15: SXSW Interactive 2013 Recap

SHUTUP AND TAKE MY MONEY! LEGO DOES CROWD SOURCING

Page 16: SXSW Interactive 2013 Recap

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

RE IMAGINING TOYS: MERGING THE PHYSICAL & DIGITAL

Page 17: SXSW Interactive 2013 Recap

CIRCULAR WATER SLIDE

Page 18: SXSW Interactive 2013 Recap

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

FROM CORAL REEFS TO THE LIGHT FIELD: MAKING WAVES

Page 19: SXSW Interactive 2013 Recap

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

FROM CORAL REEFS TO THE LIGHT FIELD: MAKING WAVES

Page 20: SXSW Interactive 2013 Recap

FROM CORAL REEFS TO THE LIGHT FIELD: MAKING WAVES

Page 21: SXSW Interactive 2013 Recap

BEYOND MOBILE: WHERE NO GEEK HAS GONE BEFORE

Page 22: SXSW Interactive 2013 Recap

LEAP MOTION & THE FUTURE OF GESTURE CONTROL

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

Page 23: SXSW Interactive 2013 Recap

LEAP MOTION & THE FUTURE OF GESTURE CONTROL

Page 24: SXSW Interactive 2013 Recap

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

THE MOUSE AND KEYBOARD ARE DYING

Page 25: SXSW Interactive 2013 Recap

THE FUTURE OF 3D PRINTING WITH MAKERBOT

Page 26: SXSW Interactive 2013 Recap

You can 3D print:

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

THE FUTURE OF 3D PRINTING WITH MAKERBOT

Page 27: SXSW Interactive 2013 Recap

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

Page 28: SXSW Interactive 2013 Recap

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)

Page 29: SXSW Interactive 2013 Recap

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

- BILL BUXTON

Page 30: SXSW Interactive 2013 Recap

the best way to complain is to make things”

JAMES MURPHY, LCD SOUNDSYSTEM

Page 31: SXSW Interactive 2013 Recap

Art & InspirationDIGITAL LAB LIVE’S 2013 SXSW COVERAGE

Page 32: SXSW Interactive 2013 Recap

‘A CONVERSATION WITH NICK CAVE’

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

Page 33: SXSW Interactive 2013 Recap

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

Page 34: SXSW Interactive 2013 Recap

Technology has changed how people behave.

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

CHALLENGING CONVENTION & BEHAVIOR

Page 35: SXSW Interactive 2013 Recap

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

Page 36: SXSW Interactive 2013 Recap

Technology as the idea

Ideas that come from anywhere

Digital labs

Quick, agile collaborationFOUR WAYS AGENCIES & BRANDS ARE REDEFINING IDEAS

Page 37: SXSW Interactive 2013 Recap

Traditional Idea ModelIdea > Execution

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

R/GA REDEFINING HOW IDEAS ARE MADE

Page 38: SXSW Interactive 2013 Recap

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

Page 39: SXSW Interactive 2013 Recap

DeviantART is truly embracing their audience in creation of ideas.

DEVIANTART: AUDIENCE VS CREATOR

Page 40: SXSW Interactive 2013 Recap

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

Page 41: SXSW Interactive 2013 Recap

DEVIANTART: AUDIENCE VS CREATOR

Seems logical, right?

This isn’t new.

This was how Charles Dickens wrote Great Expectations.

Page 42: SXSW Interactive 2013 Recap

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.

Page 43: SXSW Interactive 2013 Recap

BBDO 747LABS

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

CLEMEMGER BBDO MELBOURNE, AUS

Page 44: SXSW Interactive 2013 Recap

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

FABRIQUE, NETHERLANDS

Page 45: SXSW Interactive 2013 Recap

The Traditional Approach

WATERFALL APPROACH

Planners write a brief

Creative concept

Present ideas to account and

client

Page 46: SXSW Interactive 2013 Recap

AGILE APPROACH: CONCEPT > TEST > ITERATE

Page 47: SXSW Interactive 2013 Recap

Agency Implications

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

IMPLICATIONS

Page 48: SXSW Interactive 2013 Recap

Culture & EntertainmentDIGITAL LAB LIVE’S 2013 SXSW COVERAGE

Page 49: SXSW Interactive 2013 Recap

RAISING A NEW GENERATION OF DIGITAL NATIVES

CONVERGENCE OF ENTERTAINMENT + TECHNOLOGY

CULTURE + ENTERTAINMENT TRENDS @ SXSW

Page 50: SXSW Interactive 2013 Recap

Digital Natives

Page 51: SXSW Interactive 2013 Recap

We’ve always thought we were digital natives.

But we’re not.

THE MYTH & REALITY

Then.

Now.

Page 52: SXSW Interactive 2013 Recap

THE ANXIETY

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

Page 53: SXSW Interactive 2013 Recap

THE SILVER LINING

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

Page 54: SXSW Interactive 2013 Recap

THE SILVER LINING.TEENS IN THE DIGITAL AGE

Disconnect between perception and reality of teen cyber-bullying.

Page 55: SXSW Interactive 2013 Recap

MISCONCEPTIONS OF TEENS ONLINE

PRIVACY ≠ NO ONLINE PRESENCETEEN DRAMA ≠ BULLYINGPARENTS ≠ RESOURCE FOR

BULLYING

Page 56: SXSW Interactive 2013 Recap

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

Page 57: SXSW Interactive 2013 Recap

Hollywood + Tech

Page 58: SXSW Interactive 2013 Recap

BIG SHOTS & GEEKS

Page 59: SXSW Interactive 2013 Recap

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.

Page 60: SXSW Interactive 2013 Recap
Page 61: SXSW Interactive 2013 Recap

• 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

Page 62: SXSW Interactive 2013 Recap

Content & DistributionDIGITAL LAB LIVE’S 2013 SXSW COVERAGE

Page 63: SXSW Interactive 2013 Recap

Shifts in Hollywood

Page 64: SXSW Interactive 2013 Recap

“I think television has a limited shelf

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

Harvey Levin, TMZ

Page 65: SXSW Interactive 2013 Recap

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

Reed Hastings, Netflix CEO

Page 66: SXSW Interactive 2013 Recap

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

Page 67: SXSW Interactive 2013 Recap

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

Page 68: SXSW Interactive 2013 Recap

Demystifying “Viral” Videos

Page 69: SXSW Interactive 2013 Recap

85% of these views were paid for

TV spots don’t drive earned views efficiently

Page 70: SXSW Interactive 2013 Recap

Videos like this drive steady earned views

Page 71: SXSW Interactive 2013 Recap
Page 72: SXSW Interactive 2013 Recap

Social Content

Page 73: SXSW Interactive 2013 Recap

“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

Page 74: SXSW Interactive 2013 Recap

Understand the platforms

Page 75: SXSW Interactive 2013 Recap

Social content doesn’t have to have high production value

Page 76: SXSW Interactive 2013 Recap

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

Page 77: SXSW Interactive 2013 Recap

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

Page 78: SXSW Interactive 2013 Recap

The FutureDIGITAL LAB LIVE’S 2013 SXSW COVERAGE

Page 79: SXSW Interactive 2013 Recap

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

- WILLIAM GIBSON, 1993

Page 80: SXSW Interactive 2013 Recap

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

Page 81: SXSW Interactive 2013 Recap

MANUAL INPUT IS SLOW AND TEDIOUS

Page 82: SXSW Interactive 2013 Recap

BUT WE NEED IT TO GET WHAT WE WANT.

Page 83: SXSW Interactive 2013 Recap

SOME PASSIVE TECHNOLOGY IS ALREADY HERE.

Page 84: SXSW Interactive 2013 Recap

AND THE CRAZY STUFF IS JUST A FEW MONTHS AWAY.

Page 85: SXSW Interactive 2013 Recap

IT WILL CHANGE THE WAY WE ACT

Page 86: SXSW Interactive 2013 Recap

THE WAY WE COMMUNICATE

Page 87: SXSW Interactive 2013 Recap

AND THE WAY WE REMEMBER.

Page 88: SXSW Interactive 2013 Recap

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

Page 89: SXSW Interactive 2013 Recap

This changes the way that we think.

Page 90: SXSW Interactive 2013 Recap

THIS, TOO.

Page 91: SXSW Interactive 2013 Recap

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.

Page 92: SXSW Interactive 2013 Recap

Needless to say:

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

Page 93: SXSW Interactive 2013 Recap

(for real, this time)

Page 94: SXSW Interactive 2013 Recap

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

- OLIVIER BLANCHARD

Page 95: SXSW Interactive 2013 Recap

2009: Interruptive advertising is annoying

2010: Interruptive advertising is avoidable

2012: Interrupting is starting to actually backfire

2014: Interruptive advertising is moot

- OLIVIER BLANCHARD

Page 96: SXSW Interactive 2013 Recap

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

Page 97: SXSW Interactive 2013 Recap

THEY WON’T EVEN BE HERE.

Page 98: SXSW Interactive 2013 Recap

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

Page 99: SXSW Interactive 2013 Recap

As our audiences become harder to reach,

we have to create experiences they actually want to have.

Page 100: SXSW Interactive 2013 Recap

... LIKE TACOS.

Page 101: SXSW Interactive 2013 Recap

APPS

Page 102: SXSW Interactive 2013 Recap

Interesting Apps but nothing to write home about

Hater

MessageMe

Takes

Thread

Hindge

Page 103: SXSW Interactive 2013 Recap

SxMiscellaneous

Vine Booth Memoto Olapic

Page 104: SXSW Interactive 2013 Recap

See you next year!