sxsw interactive 2016 - the recap

64
Hello from Austin

Upload: vikki-chowney

Post on 13-Apr-2017

485 views

Category:

Technology


1 download

TRANSCRIPT

Page 1: SXSW Interactive 2016 - the recap

Hello from Austin

Page 2: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 2016

Data

2

TrendsSports + CulturePOTUS

Page 3: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 2016

Data

3

Page 4: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 20164

What we did

Look at conversation relating to the official hashtags (918,000), as well as the individual speakers in two contexts; most hyped, and most enjoyed.This allowed us to look at the sessions that were worth paying attention to.

Page 5: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 2016

Most hyped? Storytelling and consumer data

5

+ Barack Obama dominated online chatter as he became the first serving President of the United States to attend and give a speech at a SxSW event

+ Kevin Plank, CEO and Founder of Under Armour, created a stir talking about how to use power of data may be used to improve health

+ JJ Abrams and Andrew Jarecki stressed that tech will be unable to improve storytelling

+ NBA Commissioner Adam Silver touched on uses of social media and virtual reality  for fans

+ Kerry Washington, star of TV show ‘Scandal’, gave a talk about social media and the impact it made on creating exposure for her as a person and the show itselfBarack Obama Kevin Plank JJ Abrams &

Andrew JareckiAdam Silver Kerry Washington

0

2,000

4,000

6,000

8,000

10,000

12,000 11,409

1,277753 427 420

Page 6: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 2016

Most enjoyed? Niche or specialist topics

6

+ Scholar Brené Brown’s keynote was the most enjoyed session. Attendees most cited this quote; "We are emotional, feeling beings who, on rare occasions, think“

+ Stewart Butterfield’s (CEO of Slack & co-founder of Flickr) mentions relating to his quote that “now is the time to start a $1bn company”

+ Nujoud Merancy, NASA’s Planning lead for the space mission to Mars was received well

+ Jimmy Wales generated the highest share of positive content, focusing on building an active editor community & the future facing the community currently

+ Bruce Sterling, science fiction writer, presented his ‘state of the world.’ He stressed the importance of social networks in today’s age, with many quoting the following assertion from the talk: "Facebook is bigger than the Catholic church”

Brene Brown Stewart Butterfield Nujoud Merancy Jimmy Wales Bruce Sterling0%

10%

20%

30%

40%

50%

60%

70%

60%

47%

33%

22% 20%

Positive sentiment

Page 7: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 2016

By volume?

7

+ We knew that chatter about speakers would continue across a number of days to give even larger mention volumes which are displayed in this chart

+ This show two new entries; Richard Linklater (who hosted a film premiere as part of SXSW Film and Interactive) and YouTuber Kian Lawley – showing that people talk more about the speakers even more upon reflection of the talk

+ Again, the topics for these speakers focused around story telling and the use of data

Barack Obama(President)

JJ Abrams & Andrew Jarecki

(Directors)

Kevin Plank(CEO, Under

Armour)

Richard Linklater(Film Maker)

Kian Lawley(Actor/YouTube)

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000 15,171

1,639 1,346 1,288 1,054

Page 8: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 2016 © Hill+Knowlton Strategies 2016

Hashtag-tastic

8

1. #sxsw (314,290,114)2. #sxswi (160,350,270)3. #sxsw2016 (194,954,199)4. #innovation (11,603,121)5. #technology (7,113,448)

Page 9: SXSW Interactive 2016 - the recap

9 © Hill+Knowlton Strategies 2016

1. Obama2. POTUS3. President4. Google5. Self-driving

car

Page 10: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201610

The influencers

@dannydevriendt(MD of Mediabrands)

@ndahlberg (Miami Herald Staff Writer + blogger)

@chrisyates11 (Emmy winning broadcaster + marketer)

@USAIDUS poverty charity

@BBCWorldNews organisation

@SapientNitroDigital agency

@jasminevallejoPR + Marketing consultant

@SheilaSAuthor and speaker

@MediaPostMarketing trade publication

@sxswOfficial feed

Page 11: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 2016

Most shared links

11

+ POTUS’ live link+ White House Chief Digital

Officer on ‘Technology and the imperative of Citizenship’

+ Engadget’s write up of the JJ Abrams session

+ Engadget’s ‘live’ announcement

+ Google’s self-driving car clip on Carautodaily.com

Page 12: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201612

Demographic Breakdown

Page 13: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201613

Who’s talking?

Executive

Artist

Sales/Marketing/PR

0 500 1,000 1,500 2,000 2,500

2,241

1,408

1,220

Top 3 Professions

Business

Technology

Books

0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500

4,102

3,391

2,404

Top 3 Interests

Page 14: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 2016

Trends

14

Page 15: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 2016

This year we took four H+Kers to Austin to report on trends across Design, Entertainment, Media & Sports

15

Page 16: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201616

Page 17: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201617

VRCognificationLivestreamingEmpathyVideoSnapchatPersonalisation

Page 18: SXSW Interactive 2016 - the recap

18 © Hill+Knowlton Strategies 2016

“Demonstrations of VR are currently so underwhelming because they’re made by engineers”

Ricardo Casale at UN Spotlight; The New Frontier of Virtual reality

Page 19: SXSW Interactive 2016 - the recap

19 © Hill+Knowlton Strategies 2016

Page 20: SXSW Interactive 2016 - the recap

20 © Hill+Knowlton Strategies 2016

“While VR puts you in the story, written word remains the best medium to inform the public”

+ CEO of New York Times, Mark Thompson in Embracing Virtual Reality to Better to Tell a Story

Page 21: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201621

Virtuality

+ VR is nothing new+ His prediction is that this will evolve to become ‘one screen’ (possibly glasses-based); which allows us to dial through realities, from real world to augmented, mixed reality and virtual immersion+ Movement from ‘internet of information’, to the ‘internet of experiences’

Page 22: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201622

Page 23: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 2016

hyper real

23

Page 24: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201624

hyper realistic

Page 25: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 2016

Currently, AI capabilities are narrow, and machines can only learn to do one thing very well. Google’s Deep Mind computer can beat the Go world champion, but it can’t play chess.

Cognification is where AI is not about consciousness, but about synthetic smartness.

This will become a service or commodity and we’ll be able purchase IQ on demand from the grid.

25

Page 26: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201626

A more realistic entry point…

Page 27: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201627

+ Amazon bought Twitch for $1bn in 2014

+ 45,000 Korean viewers watch mukbang every evening (threefold growth since 2014). The top-ranked stars make as much as $10,000 a month

+ Former pharmaceutical executive Martin Shkreli live-streamed from his apartment after being charged with securities fraud and released on bail

+ Facebook is pushing its own Live version, and that’s not even mentioning Periscope and Meerkat

Page 28: SXSW Interactive 2016 - the recap

28 © Hill+Knowlton Strategies 2016

Page 29: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201629

+ YouNow, StreamUp and Twitch now considered the ‘best’ livestream platforms by influencers+ Donned ‘live participation platforms’

Page 30: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 2016

Food focus

30

*Random trivia; did you know YouTube started as a dating site?

Page 31: SXSW Interactive 2016 - the recap

31 © Hill+Knowlton Strategies 2016

Page 32: SXSW Interactive 2016 - the recap

32 © Hill+Knowlton Strategies 2016

“Swarm was run in alpha with NBC Universal for the launch of the movie Sisters, which saw native content for the film distributed across BuzzFeed’s Instagram, Vine, Twitter, Facebook, Snapchat and Youtube channel, as well as on its main website”

Page 33: SXSW Interactive 2016 - the recap

33 © Hill+Knowlton Strategies 2016

“Technology won’t improve storytelling”

Page 34: SXSW Interactive 2016 - the recap

34 © Hill+Knowlton Strategies 2016

Page 35: SXSW Interactive 2016 - the recap

35 © Hill+Knowlton Strategies 2016

“Video is ubiquitous, attractive and now an essential part of any brand experience”

+ *we’re a long way away from being able to craft a VR experience like we can a video

Page 36: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 2016

Page 37: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201637

Some context

+ 100m daily users (77% 18-35) + 50% US, 50% ‘outside’ + 35m in Europe + 9,000 snaps per second (5% of selfies) + 8 billion daily video views

Page 38: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201638

Geo-filters *everywhere*

Page 39: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 2016

Practical tips

39

+ *Typically* the max limit for a sports story is 280 seconds. Then engagement drops off a cliff

+ Stories over Snaps (sometimes up to a week with a proper beginning, middle, and sign off)

+ Takeovers perform best+ More is sometimes less (fewer

snaps perform better for NASCAR)

+ Multiple users for verified accounts makes it easier for global brands

Page 40: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201640

Page 41: SXSW Interactive 2016 - the recap

41 © Hill+Knowlton Strategies 2016

Page 42: SXSW Interactive 2016 - the recap

42 © Hill+Knowlton Strategies 2016

Page 43: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 2016

Sports + Culture

43

Page 44: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201644

Page 45: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201645

Page 46: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201646

Page 47: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201647

Page 48: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201648

Page 49: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201649

Page 50: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 2016

Page 51: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 2016

Page 52: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201652

Page 53: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201653

QU: How innovative is the sports industry?

Page 54: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201654

The value isn’t in the hardware it’s in the community

Page 55: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201655

Page 56: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201656

Page 57: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 2016

“ ”57

Page 58: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201658

“Curation now IS creation”

Page 59: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 2016

“Young people don’t play sport to win”

59

Page 60: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201660

“Every new wave of expression is an

example of what’s come before it”

Page 61: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201661

“From Mass Marketing to Relationship marketing”

Page 62: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201662

“Tending a garden, Not launching a spaceship”

Page 63: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 201663

What can I do right now?

+ Go and try VR + Personalised things can be simple, but really well executed. How can you use this? + What’s your Snapchat strategy? If it’s not right – why? + Watch Brene Brown’s RSA short on empathy + How will AI affect you?

Page 64: SXSW Interactive 2016 - the recap

© Hill+Knowlton Strategies 2016 © Hill+Knowlton Strategies 201664